Contributed by Jay Mitchell of London-based 1883 Magazine.
The editor (my sister) and I started 1883 Magazine in May 2010 with the idea to showcase and promote the most innovative new talent around. We started with fashion and have since brought in the world of music, film and the arts.
What began as a small fashion publication centred in-and-around London has now evolved into an internationally distributed magazine. We are stocked in WHSmith and Urban Outfitters nationwide, in independent stores across Europe and from this Monday will be in Barnes & Noble and Borders in the United States.
When coming up with our brand identity it was essential that it would jump out amongst the competitive fashion/culture magazine market. We came up with the name 1883 based on three reasons.
Firstly 1883 is the year that Coco Chanel was born. When her designs hit the market they were fresh, pushed boundaries, and were often controversial. She was the first designer to make trousers for women and make it mainstream, back then that was a ground breaking idea. We want to take these philosophies and put them in our brand, focusing on new, undiscovered talent, while wanting to raise a few eyebrows with our content and design direction.
Secondly the use of a number as a name immediately creates a mystery, and people ask the question, “What is 1883?”
Thirdly the number is not at first glance related to fashion which makes it adaptable allowing us to bring in music, film, and the arts which we have done for our current and next issue.
The design had to be strong, simple, timeless, able to appeal to the female and male market, and be easily adaptable across different forms of media. Taking inspiration with what Apple do, I wanted it to be immediately recognizable without needing the word “magazine” below it.
If you look closely enough you will see a dot of gold in the logo, this was a last minute design idea. Its a company secret, but I feel it adds another level of mystery.
We printed with Wyndeham at their Portsmouth plant.
The cover was sheet fed, 4-colour process on 300gsm Woodfree gloss.
The inside pages were print web, 4-colour process on 100gsm Woodfree gloss.