An Identity that Shows Some Spine

The phrase “timeless design” is an oft-overused platitude to praise something that typically has a liberal use of Helvetica or recalls a chic Copenhagen living room. However, sometimes a piece of design comes along that is so poised and perfect for the application that it seems to have the solidity of time behind, but is, in fact, wholly new.

For over 45 years, the National Magazine Awards have celebrated excellence in journalism and visual creation. For the 2021 showcase, Toronto-based Rethink created a new identity, per the agency’s website, “we created an identity centered around the printed magazine in its most distilled form: the spine. From there, the design system explores a range of perspectives—inspired by the wide range of publications that submit to the award each year.”

To see more of Rethink’s design click here.