FRAME Identity
visual identity, stationery system, advertising, media kit, brochures, bags, posters, etc.
concept and design
Frame magazine began in 1997. Over the years it has grown into Frame Publishers, which produces a range of books and magazines on interior architecture and products. Their initial identity consisted of merely the Frame logo with the widely recognized reversed “E.” A new identity, they believed, could better represent their various publishing activities—not just their magazine.
design Frame’s new tagline, “The Great Indoors,” provided the starting point for the new identity. Evoking various interiors with different patterns and colors, the design implies a three-dimensional space translated onto a two-dimensional surface. The patterns refer to the range of work published in Frame’s oeuvre—sometimes pop, sometimes classic, by turns calm or more passionate. The idea of three-dimensional space carries through to the publisher’s advertising and promotions. Here, the patterns are replaced by photographs from Frame publications, presented in a wholly new context. Together, the images offer an overview of the publisher’s diverse content, it’s visual flux representing Frame’s mission.
client
Frame Publishers, Amsterdam
