MACLEAN'S PROMOTES RE-DESIGN
By Adnews Staff
A multimedia advertising campaign is promoting the re-design of Maclean's magazine. The weekly publication debuted its new look with the July 1 issue, which was distributed on Monday. A new logo has been created by typographer Rod McDonald. The magazine has also updated its layout to make it easier to read and introduced new type. The re-design was led by Maclean's art director Donna Braggins. Additional changes to the magazine include more essays and interviews and an expanded Closing Notes section. "This is the first time in recent history that the magazine has changed its structure, design and branding all at once," said publisher Paul Jones. Print, transit, radio and television advertising promoting the magazine's new look began this week. The campaign, created by Rethink of Vancouver, presents Canadian icons in unfamiliar ways, according to the company. One magazine ad consists of a picture of a beaver's anatomy. The tagline is "Canada. In depth." The advertising will run through the summer. Maclean's is published by Toronto-based Rogers Publishing.