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THE ART OF VOID IN ART DIRECTION

The magazine below, Furniture in the News, based in Portugal, was kind enough to contact us at Ars Cives for a renovation design for their 2008 cover template.

The Magazine cover as it was.

In response, and after our design fees were agreed, we followed the basic logos in the two drafts seen below.

In these two drafts, where we removed any border limitations to the cover, and pointed out that it was necessary to bring some fresh air to the cover by allowing the cover images to breath and carry a very simple combination of of colors on its lettering.

The pictures below were the first response from their own designers to our Art Direction.
We gave the comments as stated below.

 

This photograph of the cover is our second choice for best photo. However we recommend the picture below because it offers more space for the eye to travel, it is more descriptive. It is a soft looking cover which would be a good start for 2008. About the square that surrounds the letter m, please read our opinion below.

We further mentioned that the lettering should not be in black (see left photo) and offered a second option on the right side.

 

We further advised that it was not necessary to have a square frame around the m of the title, for it would definitely be confusing specially if it met four black frames like these in the photo above.
By removing the branding of the square, the title would be freed to any shape connections from any cover photographs. The lettering must stay the photographs must change.

Was this something unique? Absolutely not. We just understood this case and upgraded the cover concept in order to bring the Magazine to rank with international ones.


This customer of ours was one of those dream customers that we love to work with, because they do understand a designer's work and they understand that Designing and Art Direction is a bridging between what the customer wishes and what the public expects.
This most friendly company told us that they have received very good reactions from the public.


One may now ask what do we mean by the Art of Voiding.
Simple, actually. We do not have any urge to put a brand of ours in everything we do. In this case we merely served the client's purpose for upgrading.

We felt very honored that our client interviewed our Managing and Art Director in its first new issue, and sent a magazine to us.
We believe that we made new friends and people that trust our work.