A new type of Imprint Volume 13
A dive into the process behind A New Type of Imprints swan song—the ultimate conclusion after 4 years and 12 extensive issues on Nordic design and creative culture:
The Last A New Type of Imprint is nothing like the magazine you knew. Actually it’s probably nothing like any other magazines you know. And that’s fine, cause it’s created with the purpose to compete with your phone, rather than other indie mags.
Print is dying, but not all print. In other words: if it’s really really good, a printed product can still beat our tingling urge to grab the phone and start scrolling to read an article that’s actually up to date. Even up to the last minute.
After releasing twelve issues of this magazine, we all kinda grew tired of the slow living coffee table magazine-trend that’s been slowly dominating the magazine world with slow reads and slow lifestyles and slow printing techniques on heavy expensive paper.
So we set out to create a final issue that would be as handy as a pocket book, as visually strong as the coffee table mags, and as interesting as the stuff going on on your phone at every second. And it had to be all about good design. After all, we are designers. In other words: The goal was nothing less than to create the ultimate print magazine, engaging for both the reader and the design lover.
The process can be boiled down to something like this:
What do readers like:
Good reads, obviously.
“It need to fit the inner pocket of my jacket.” (PK, Creative Director, 40something, love to read books and drink wine, typical our target group)
Good flow of information and instant engagement; what’s this article about, do I feel like reading it?
What do designers dig:
Functional and smart design
Fun and fresh print techniques
Smart / good-looking book binding
Easy and inspiring reads about design and other cool stuff
It took us half a year to get there, but we are proud to finally present you the result:
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