National Geographic‘s May issue marks the unveiling of its most significant redesign in nearly two decades, increasing the quality of its paper stock, introducing a new front-of-book section, and creating additional room for the photography and visual storytelling that are at the core of the brand. The iconic yellow border is retained and referenced. “The new National Geographic delivers the same sense of wonder readers expect but with a bolder, more provocative, more captivating eye,” said editor-in-chief Susan Goldberg.
To develop the new design and the strategy around it, Goldberg, along with Emmet Smith, creative director for the magazine, teamed with Godfrey Dadich Partners who helped conceive the look and feel of the new features, as well as a pair of new typefaces that debut with the redesign. “This next evolution of National Geographic brings to bear the full set of tools available to the contemporary magazine,” adds Smith. “It allows us to more fully showcase the spectacular work of our photographers, reporters, and artists — and, in turn, provide an even better magazine for our readers.”
The design firm grew out of a project to redesign WIRED magazine when Scott Dadich was editor and asked Patrick Godfrey headed his own studio. “It was an honor for us to collaborate on such an iconic brand – to dive into a 130-year history of cartography, photography, typefaces, and journalism, then design a new kind of magazine for today,” comments Dadich. “Redesigning the magazine enhances its ability to deepen people’s understanding of the world and their role in it.”