- Client B.T.
- Project Newspaper Design
- Year 2005
Intelligent Tabloid?
In the middle of March 2005, B.T. made the decision to re-launch itself in the Danish newspaper market with a brand new profile. Previously, B.T. competed alongside tabloid Ekstra Bladet in the traditional market for sensational stories. The new strategy was to forge a new position based ont the notion 'Intelligent Tabloid'.
As an extension of the new content concept, prepared by its management and editorial staff, a competition was launched to redesign the paper. This competition was won by e-Types in December 2004.
The main feature of the new B.T. design focused on giving the existing layout a more elegant, modern and contemporary look.
"Our idea has been to create a design which is easy for readers to comprehend and navigate while still being varied and entertaining. Working together with B.T., we developed a strict design system that can easily incorporate new elements in the future. Over time, this will establish a strong and coherent visual identity for the paper,"
explains Jens Kajus, partner and creative director at e-Types.
New Typefaces
The new design also includes a completely new typeface family designed specifically for B.T.
"This custom-designed typeface is primarily used in headlines and tables and helps B.T. stand apart from other papers. For the body text, we have decided to keep
the existing Century Old Style typeface. Our aim has been to create a headline typeface that is lighter than the previous one. This gives the paper a clearer and more inviting
feel,"
explains Jonas Hecksher, partner and creative director at e-Types.
explains Jonas Hecksher, partner and creative director at e-Types.
The meaning of colour
B.T.'s new design is partially inspired by the world of glossy magazines - presenting stories in a very appetising way. We worked on transferring this to tabloid form following the brief of the paper. This is reflected in the use of colours as a navigation aid.
"B.T. has to be red, but we have chosen to supplement the red with a colour for each of the new sections. For example, the entertainment section is orange and
Denmark's sports section is green. This gives each section of the paper its own identity, even though the layout and design are common to all sections of the paper,"
explains Rasmus Ibfelt, partner and director at e-Types.