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Tuesday, 02 October 2012 11:46 Written by 

Design Observation: Fast Company's 5 Word Headine

It's an 8 a.m. staff meeting in the middle of August at 7 World Trade Center, New York, NY with the walls of the Fast Company Magazine. Executive editors Noah Robischon and Rick Tetzeli are entertaining banter between the creative staff, designers, and ad managers who are all jockeying for position in the upcoming October issue.

One young staffer, propses a bold option, that likely goes something like this:

Cliff Kuang: "So you're giving me the cover article?"

NB: "No, but you're getting 10 pages to make the case for good design."

CK: "Well then I have an idea for my headline. 'GOOD DESIGN IS GOOD BUSINESS.' But I will need two pages for it." 

RT: "Two pages?"

CK: "Two pages."


In the ad-driven world of print, where real estate is king, I was quite surprised to see this two page, 5 word headline for Kuang's article. 

The type selection was nice, simple and clean with a extrusion effect that added a bit of flair. There was nothing truly spectacular about the design decisions but in the end, it's the choice to pursue the super-sized, pagescape headline that makes this issue something to write about. 

Comment and let me know your thoughts. 

Jake Knight

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