Map set out to be a high quality contemporary art publication, which would command respect both in Scotland and internationally. It was important that the first issues set a professional standard for editorial, design and production on which the reputation of the magazine could be built. Map was launched to focus on contemporary art originating in Scotland and provide coverage of international art events and ideas. The designers came up with a look that is elegant and whilst thoroughly 'designed', highly readable. Bold titles in Hoboken, combined with the readability of Caledonia in the body copy and a large number of colour illustrations give life to artists' work and the words describing it. The cover of Map is deliberately cool and understated, the consistent white grid standing out boldly against other titles. The intention is to create a look and contents that are collectable and provide a snapshot of Scottish art over each three months.
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