Baedeker Style Guide F18

Baedeker-Style-Guide-F18

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Baedeker

2018Style Guide

Welcome to

the Baedeker

Layout Staﬀ.

Hi, layout designers,

I am excited and honored to take up the reins

from the ever-organized, talented, and capable

Jack Davidson—who did a wonderful job as

creative director for the past couple years. And

why are you here? You care about travel writing

and photography, and you understand the value

of bringing global stories to NYU in magazine

format. As a designer, you understand that visual

consistency and attention to detail can make or

break the success of a publication, and that quality

design work is just as important as well-written

copy and beautiful photos. You are surrounded

by like-minded people, and I hope you’re looking

forward to diving into the work we do!

We will have several team get-togethers

throughout the semester, to discuss the visual

direction of the magazine, critique/collaborate

on each other’s spreads, and simply to bond as a

group. Because of this, and also so you can easily

communicate with me and your fellow designers,

you will need to be set up on our workplace

messaging platform, Slack. Using Slack will also

allow us to collaborate remotely, sharing ideas

and layout sketches.

Sam Winslow

Creative Director

2 Welcome

3 Baedeker Is

4 Layout

6 Colors

7 Images

8 Type

Baedeker is:

The purpose of this style guide is to create a visual

identity for Baedeker. Like choosing a tone of voice

in writing, design guidelines convey and enhance

the message of a publication. So, in developing a

visual style for our magazine, we must ﬁrst take a

look at its broader themes.

Globally conscious

We will be using a variety of design elements of

international origin

Rooted in historical tradition

We will be following time-honored best practices of

design, acknowledging the long-standing prestige of

the Baedeker name

Narrative and instructional

We will augment the ability of the editorial content

to tell a story

Layout

Grids

I recommend using a 3-column or 2-column grid

with 1-pica gutter spacing. To make this simple

and allow you ﬂexibility as the designer, I will

give you a 6-column template. While you may

break from this grid, you must have a good

reason for doing so.

Alignment

Use guides on your spread. If you have objects

oﬀset from one another, do so by more than

1 pica so that it looks intentional and not like

a printing error.

Bleed

If you wish to have objects on the page edge, you

must extend them oﬀ the page to the bleed line (in

red). This is to ensure no undesired white space

appears when the pages are cut by the printer.

You will be given a base

template to work from which

has the appropriate page size,

margins, and bleed settings.

Units for measurement are

picas and points.

If you have questions about setting up your grid,

or about layout in general, please do not hesitate

to contact me or ask questions in the Slack channel.

I am always free to chat. If you are simply feeling

stuck, pick up a professional magazine and take a

look at their layouts.

Past Editions:

Layouts that Work

Colors

Baedeker does not have an established color

palette—this is to make sure that the colors used

in photographs remain the primary focus, and to

allow you greater creative freedom as the designer.

That being said, we have high-level guidelines in

place to ensure a cohesive theme:

• Pick colors that are harmonious with the

message of a piece and are compatible with

the photography on a spread.

• Use a balanced, high-contrast color palette for

legibility and interest. Avoid using colors that

are very similar but do not quite match.

• Do not feel obligated to use vivid colors in

your spread if it does not match the piece.

There is nothing against using only black,

white, and shades of grey.

Technical information to note:

• All colors in print design should be CMYK.

• To use white, use the default [Paper]

color swatch

• To use black, use the [Black] color swatch.

Do not use [Registration] for any reason.

Guidelines for the use of color for Type and

Images are in the sections to follow.

Lack of contrast

makes this title

hard to read

Unﬁtting colors

call unnecessary

attention and ﬁght

with photography

Lack of contrast

makes this color

block disappear

Color complements

the tone of the

photo and provides

enough contrast

Good color

blocking and a

monochromatic

color scheme

Single, clean color

adds interest to

a page with plain

illustration

Bad

Good

Images

Contributors who submit photographs

intend their photos to look as they were shot.

To respect their work, follow these guidelines

for spreads with photographs:

• Do not alter the colors of photos without

consulting Photo Editor or Creative Director.

If you have concerns about the quality of an

image, don’t hesitate to reach out to us.

• Do not stretch, ﬂip, or rotate photos to ﬁt a

design. Image resolution (Eﬀective PPI)

should always be 300 or higher.

Most spreads will include text and photos, or

photos with captions. Occasionally, a spread will

be text-only, in which case you, our illustrator,

and I will work together to decide if an illustration

or infographic will be required.

Type

Type is extremely important

in magazines. Your reader will

decide whether to read or skim

over the spread you design in a

matter of seconds—making this

decision based on every aspect of

the layout: form, color, negative

space. Design should always

provoke an action, and in our

case, the desired action is that

the reader reads and engages

with the article. So, headlines

must grab attention, body text

must be easy to read.

The typefaces, and

how they reﬂect the

identity of Baedeker

The font families we will use

draw on international and

historical inﬂuences, and were

created for use in print, unlike

the typefaces used in years

prior which were contemporary

and intended for digital media.

By using robust, time-tested,

legible fonts, we pay homage to

Baedeker’s history of providing

guidance and inspiring awe.

Founders

Primary

Tiempos Text

Tiempos Headline

Secondary

Founders Grotesk

Tiempos

Founders Grotesk Regular/Semibold

12/13 (12 pt size, 13 pt leading)

lowercase, Regular weight for “by”

UPPERCASE, Semibold weight for name

Type:

General Guidelines

Body copy

Drop cap

Pull quotes

Byline

Photo captions

Tiempos Text Regular

10/13 (10 pt size, 13 pt leading)

First line indent: 1p0

Justiﬁed with last line aligned left

Hyphenated

Tiempos Headline Light

3-line

Kerning between dropcap

& body text: 75

Tiempos Headline Light

20/26 (20 pt size, 26 pt leading)

Founders Grotesk Regular/Semibold

10/13 (10 pt size, 13 pt leading)

Punctuation in Regular weight

Do not create a caption numbering system;

use standard clockwise captioning instead.

by FRANK OCEAN

That’s a pretty big trunk on

my Lincoln town car, ain’t

it? Big enough to take these

broken hearts and put ‘em in it.

Now I’m driving around on the

boulevard, trunk bleeding, and

every time the cops pull me over,

they never see them. And I’ve got

this black suit on, roaming around

like I’m ready for a funeral. Five

more miles ‘til the road runs out.

Got some pretty good beats on

this 808 CD, yeah, memory seats

I’m sitting on stay heated. I would

have put tints on my windows, but

what’s the diﬀerence, if I feel like a

ghost (no Swayze) ever since I lost

my baby?

I’m about to drive

in the ocean. Kick

oﬀ my shoes and

swim good.

Left page: our tour guide stands

on the precipice of the Paciﬁc.

Clockwise from top: Volkswagen

camper parked outside Big Basin;

redwoods oﬀ Highway 1; waves crash

on the rocks at Pebble Beach.

For Tiempos, use Text faces below 20pt, use

Headline faces at or above 20pt. Body copy and

bylines should always be black or white, depending

on the lightness of the background.

byline

kern after dropcap

drop cap

body

pull quote

photo captions

Type:

Headline Fonts

Founders Grotesk Lt.

Founders Grotesk Md.

Akzidenz Grotesk

Condensed A Medium

AKZIDENZ GROTESK

CONDENSED A MEDIUM

Akzidenz Grotesk

Condensed A Medium

AKZIDENZ GROTESK

CONDENSED A MEDIUM

I recommend setting the tracking to 40 or higher

if using Akzidenz Grotesk Condensed A.

AKZIDENZ GROT

EXTENDED REG.

AKZIDENZ GROT

EXTENDED REG.

AKZIDENZ GROT

EXTENDED MED.

AKZIDENZ GROT

EXTENDED MED.

Akzidenz Grotesk Extended is to be used sparingly,

on a case-by-case basis.

Tiempos Headline Lt.

Tiempos Headline Reg.

This year, we are cutting the clutter and sticking

to a small handful of robust headline treatments

in an eﬀort to bring the magazine together into

a cohesive whole. For headlines and subheads,

please use only what you see below.

Now,

let’s make

a magazine.

Baedeker Style Guide F18

Baedeker-Style-Guide-F18

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