The Observer was founded in 1791, making it the world's oldest Sunday newspaper and it's original subtitle was "Sunday Advertiser". Ever since these very early days, the paper's marque has always been an eye or O, slowly evolving over the centuries.
Since it's change of ownership in late 2024 and acquisition by Tortoise Media, the Observer magazine and newspaper have undergone some design changes. We were approached earlier this year by award winning editorial designer Mark Leeds and Observer Creative Director Jon Hill, and asked to help with one specific, but very key, element.
The team had been working on a new identity for the magazine and having tried various 'eyes' and 'O's, they had arrived at a strategic and creative solution for the new marque that they were happy enough with. In Mark's own words "broadly we think it's done... but it needs an elevated touch. i.e. Toby". Enter Tobias Hall and a phase of experimentation.
Working closely with Mark, Tobias explored a number of options. Subtle tweaks to the the weight of the terminals and trial and error with the tapering, led to some really interesting options, and finally led to one definitive marque.
With everyone in agreement it was time to roll out the new look, and what better way to do it than with five iconic Dames, photographed for the first cover of the re-design.
Launched in late April, it was so good to finally see the magazines in print and even better to know that every weekend will be brightened up with the refreshing look from here on. We can't wait to see who's on the cover next week!
