Face Up: Dairy Herd Management
B-to-B Title Heads into "Uncharted Waters"
Issue: April 2008
Launched: Fall 1965
Editor: Tom Quaife
Publishing Company: Vance Publishing
Art Director: Rhana Castle
âUncharted watersâ was the concept that inspired the cover story for Dairy Herd Managementâs April issue, and it came to editor Tom Quaife during a session at a dairy nutritionists conference. The topic of conversation was the rising cost of cattle feed and its impact on dairy producers, who make up a large portion of Dairy Herd Managementâs readership. âThings are getting difficult for producers,â Quaife says. âSomeone at the meeting said, âWeâre in uncharted waters.â I thought, âWell thatâs a comment I could certainly turn into a graphic.ââ
Quaife brought the concept to the magazineâs monthly art meeting and the teamâhe, three associate editors and art director Rhana Castleâcame up with the image of a ship out on the water with a dark sky and foreboding atmosphere. That image ended up working for the feature inside, but Castle went with a different approach for the cover, to get more of what she calls a âlost mood.â
Castle says she almost always uses cows as the subject on the titleâs covers âas an icon of the producerâ and âto personalize it more to dairy.â She chose to set the cows on an island to create the âquestionable feel as to where we would be landingâ and emphasized this through perspective, by making the cows appear far away. In terms of color and lighting, she aimed for dramatic and striking to enhance the mood and create a strong undercurrent.
The image itself is an amalgamation of four different stock images. Castle morphed the two cows, the box, the island and the boat in the distance in Photoshop. She positioned the cows to look like they were scrounging in the box for food and added the ship in the background to tie in with the art from the feature . âWhen storyboarding a book, having it flow from back to back is important. I like to keep consistency throughout.â
âThe logo and mast treatment is simple, clean and no-frill, and I like it for this publication. [But] I feel that they need to better reinforce their publicationâs business-oriented mission with the imagery they choose for the cover. Even though this cover is very appealing and fun, it would be better suited for another publication like maybe Dairy Herd + Leisure. When doing conceptual covers, the concept needs to be strong and highly relevant to the publication and subject matter. This can sometimes be hard to do when trying to match a concept to stock imagery.â
Michael Kline | Design Director | AOPA Pilot and AOPA Flight Training
âThe photo compositing work is stellar, and I like the quirky sensibility of the image. That said, Iâm not quite sure I âgetâ the concept. The solitary cover line insists readers will be forced by a changing economy to âdo things differently.â Bovine pirates digging for treasure seems more desperate than different. The type is professional, yet too minimal. A touch of personality in the type treatment could have helped. The simplicity and center axis almost makes the page look more like a book cover.â
Jamie Leary | Art Director | Decibel Magazine
âI would have liked for the type to be a little bigger and more asymmetrical. That would bring a little more continuity and possibly make it more aesthetically pleasing. Changing the type layout could also bring the picture out. That is important because the picture is interesting and very relevant.â
Will Spear | Senior Designer | Vegas Style Entertainment
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