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New look for TLS

The TLS has today relaunched with a new visual identity.

New look for TLS
Stig Abell: “We want our visual identity to match our ambitions and the brilliance of our writing.”

Founded in 1903, it guides the selection of editorial content with the principles; “is it interesting; is it beautifully written?” And its new visual identity is designed to reflect this beauty and simplicity of its content, say the publishers.

The magazine aims to continue to reach new, global, younger and more culturally diverse audiences.

Stig Abell, editor of the TLS said: “The TLS has a proud heritage, going back more than a century, but also an exciting future. I think the zeitgeist demands expertise and ideas, breadth and beauty, a diversity of voices and views. The TLS is able more than ever to deliver this. But we want our visual identity to match our ambitions and the brilliance of our writing, and this redesign in print and online does just that.”

The primary name of the magazine is now the TLS, and not The Times Literary Supplement.

Craig Niven, marketing director at the TLS said: “We are not a subsidiary of The Times, and haven’t been for over 100 years. We do not write solely on literature, and we are not a supplement of anything. It is important for us to dispel some of those misassociations, as we want to position the TLS as a magazine at the forefront of arts, culture and ideas, rather than literature alone. But, whilst not defined by our 118-year-old heritage, we will remain inspired by it. Therefore whilst ‘the TLS’ is now our primary name, we will hold ‘The Times Literary Supplement’ as a small, simple feature where relevant.”

Designed in-house, the primary themes behind the TLS rebrand are to create a warm and inviting space to house 120 years of beautiful writing, say the publishers. Underpinned by rich, dark heritage tones, the TLS utlises a primary palette of soft orange hues, to bring a modern and progressive tone to the brand. These colourful details are supported by number of background tints, as well as a liberal use of white space to allow the content to breathe and provide the best possible reading experience.

The Publico family has been selected as the TLS’ primary brand font, which is a modern take on a traditional publishing serif. As a supporting typeface, Graphik has been specifically chosen for its blank slate, vanilla characteristics allow it to be tailored to different types of expression.

The TLS will roll out a new website, which has been completely rebuilt.

Readers can use the newly implemented search function to browse all of the TLS’s digital writing, with the ability to access additional content from the past 118 years with their subscription via the TLS archive. The site’s new taxonomy will bring the breadth of its content to the forefront, featuring an all new shop, allowing readers to browse and purchase merchandise like tote bags and postcards of covers, as well as the books included in its writing.

It has also launched a new advertising campaign ‘Where curious minds meet’, created by in-house agency Pulse, which has been designed to visually demonstrate the diversity and variety of the TLS’ content. Depicting a head, the three collage designs contain elements from a breadth of cultural centre points – from David Bowie, to Queen Victoria to Maya Angelou.

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