Basically / Firing Line / Goths

Following a week-long ‘How to Write’ promotion, The Guardian decided to truncate its ‘Guardian Style’ journalistic language rule book into a ‘Book of the English Language’ to give away to readers. Journalists receive ‘Guardian Style’ as they start work at the paper, so this version provided an insight into the brand’s voice. Since this was a quirky look inside the process of a great newspaper, filled with its famous wit and irreverence, we decided to pull out real examples from the book. This gave a true flavour of what to expect, and gave us the perfect tone of voice around which to build interesting typographical solutions. Staying true to the brand’s white space/colour look and feel, we worked up a series of bold executions, which built up intrigue each day of the week until the book came out on Saturday.