By Dylan Stableford
Issue: August 1, 2005
Launched: September 7, 1929
Circulation: 1.2 million
Editor-in-Chief: Stephen J. Adler
Art Director: Malcolm Frouman
Editorial Director: Greg Williams
Freelance Art Director: Vera Naughton
Writer: Bruce Nussbaum
Concept: When BusinessWeek was kicking around cover concepts for a forthcoming cover story entitled “Get Creative!,” Vera Naughton, the magazine’s freelance art director, took a cue from someone a bit lower on the masthead. “An intern said, ﾑtoo bad we don’t have a box’;and that got us thinking, well, what if we flatten out a box?” says Naughton. The staff took art director Malcolm Frouman’s directive of turning the cover line on itself, veering its logo toward the center in a D.I.Y.-diagram that was part visual trickery, part kids’ cereal box project.
Production: Tinkering with the logo meant a few legal hurdles, too. “We ran it by the legal department because we wanted to make sure there was nothing we were doing to threaten our logo trademark,” says Frouman. “And we ran it by the circ department, because it involved moving the UPC symbol to the center.”
Our design panel says: “I like the concept, but the colors clash�Bold and daring�I love it�It breaks the monotonous magazine cover format�Pretty gutsy to mess with the logo�It has the capability of keeping their core audience interested, yet has the potential to draw in new readers�The yellow distracts from the artwork of the box. Your eyes are naturally attracted to yellow, but so bright they�ll leave just as quickly. A transparent pattern would be better�I remember seeing that cover�and BusinessWeek is off my usual path�so it certainly had some impact. But the whole �outside the box� thing is well-past tiresome�a graphic depiction of a clich� is still a clich�.”
The Panel: Holland Utley, Design Director, Glamour ; Iris Stein, art director, Scuba Diving ; Will Hulihan, 7X7 ; Diana Fisher, Next Step Publishing ; Charles Brucaliere, Forbes ; Jandos Rothstein, Design Director, Governing
Have a unique “cover” story to tell? Contact FOLIO: senior editor Dylan Stableford at firstname.lastname@example.org .