Perspective (Perspectives – Journal of integrative medicine) is an informational and educational project initiated by Secom®, the Romanian authority leader in integrative medicine solutions for a healthy lifestyle. The free quarterly customer magazine offers well-documented and well-balanced medical information for the increasing audience interested in the integrative medicine approach.
Skills: publishing strategy, identity, art direction, editorial services, DTP, proofreading, project management
The name of the customer magazine, Perspective (Perspectives), reflects the approach of integrative medicine, which sees a person as a whole and takes into consideration many facets during the healing process. It also reflects its intention of offering different points of view on certain topics, so that people can be well informed and choose knowing their options.
The logotype is a simple, strong visual element. We used Vista, a well-balanced character providing good readability (even for long words or titles), which also helps saving typographic space. The logo displays a small graphic element that places the magazine under the Secom® brand umbrella – the pollen symbol on letter “i” (a hummingbird extracting pollen is the main element of the Secom® logo).
The descriptor“Journal of integrative medicine” is inspired by classic medical publications and specifies the journalistic species of the publication
The characters we use in the magazine are those in the Malaga family (Secom® corporate characters) and Vista.
Malaga is a character inspired by the Venetian writings of Quattrocento, and the shapes of the letters remind us of the Latin culture universe – which makes it a proper choice for a brand operating in the area of integrative medicine. Malaga can be used both in titles, due to its impactful shapes of the letters, and in the body texts, thanks to the well-defined serifs, which helps readability. The ornaments of the Malaga fonts are inspired by the Islamic-Andalusian arabesques that are specific to Southern Spain art and architecture
Vista is a sans-serif created by the same author as Malaga, Xavier Dupré, which gives the two character families a common air – they are different, but they work perfectly together. Vista is well built, has carefully set proportions and blends the humanistic attractiveness of calligraphic shapes with the pragmatic simplicity of sans characters. All these make it easy to read and proper to use both in texts and titles.
All other details regarding the identity and architecture of the magazine are summed up in a guide, including the fixed and variable elements of the cover, the variable elements inside (quotes, highlights, complementary boxes of information, graphics, charts, tables, infographics, timeline), tone of voice, imagery, etc.
The core team of Publicator, Diana Moldovan (Capatina) and Iulian Puiu, started under the name Reply in 2002.
In 2015, the team changed the name Reply into Publicator and continued the business as usual.