When I was hired as the 2019-2020 art director for Ball Bearings Magazine, I made it my goal to implement a new style. I had been tossing the idea around in my head for the past year or so, but I was only a staff designer so once I was in the art director role, I was excited to challenge myself and make it happen.
Old front cover design (Spring 2018)
New front cover design (Fall 2019)
I wanted Ball Bearings to reflect the new types of content our new editorial board was hoping to cover. We wanted something fresh and quite frankly, I was sick of the old condensed typeface on the cover.
To begin with, I found a display typeface that carried a more modern, fresh and funky attitude. I landed on a simple sans for the body copy and all other text to balance the heaviness of the slab display type.
As for the colors, I knew we needed to solidify the branding of the magazine and keep it consistent each time we published. In the past the colors changed every semester and I was hoping for something more professional and to create an identity that readers can immediately associate with our brand. The dark blue was Ball Bearings' logo color in the past so I decided to stick with this for the sake of some sort of consistency (I did ditch the yellow-cream color that it was paired with). I then threw in a lighter blue that took notes from the dark "Ball Bearings Blue," as I like to call it. I also threw in a blue-grey for a neutral. The icing on the cake – in my opinion – is the lime green. I wanted to take a risk and really make it pop, so I figured what was better than the brightest green I could create without making it look like a highlighter.
Updated logo (monogram)
Updated logo (lettermark)
For the new branding, I also created new logos for the different social media outlets Ball Bearings is active on.