Map was launched to focus on contemporary art originating in Scotland and to provide coverage of international art events and ideas. 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. The designers came up with a look that is elegant, and whilst thoroughly 'designed', highly readable. Bold titles in Hoboken font, combined with the readability of Caledonia font 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 was to create a look and content, which are collectable and provide a snapshot of Scottish art over each three-month period.
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