In Depth


Dissection: breaking down Reformat


Reformat is built on the idea of exploring the crossing between print and web design – expressed as a responsive magazine. The content centers around those who use design, and not technology, to push the web forward.

Reformat comes as a reaction to the fact that web design has long been neglected by traditional graphic designers, and this magazine will challenge the web format by exploring the crossing between analog and digital media. Reformat is about the change of an excisting mindset, put in a design based context.

Web design has long suffered design wise. There has been a lot of great web design throughout the years, but the fact that the web makes literally everyone their own editors, publishers and designers has given the web a, probably undeserved, reputation as a content-heavy undesigned media. But this is where designers should come in and secure their profession by taking their knowledge and put it into a interactive perspective. The web is no different from other graphic design, it is mainly about presenting content the best way possible while still maintaining brand identity and challenging the conventions.

The name ‘Reformat’ came as a result of redoing, rethinking and reformatting the magazine conventions – as well as a name that incorporates “form”.


The magazine is built on a solid foundation, with a flexible grid based on a modified version of 1140px grid combined with HTML5, CSS3 and jQuery to ensure responsiveness across various media. But mostly it is built on a clear idea of how to explore the subject of responsive design, as well as highlighting the differences and similarities between print and web. The technology is there, it is the concept and research around the subject that makes it interesting.

The typography in Reformat is based around a modern sans-serif, Aperçu, which is a synopsis of classic realist typefaces: Johnston, Gill Sans, Neuzeit and Frankling Gothic. This refers to the classic analog format, while still being a modern web optimized font. The titles of each article has been a playground where the typography itself represents what should be done more on the web: to break out of the traditional web layout. The columns and font-size responds to the screen size the user is on, which together with a fine tuned leading and line length ensures good readability. And by utilizing the 12-column grid, the magazine reflects the unique dynamics of web design, as well as providing a foundation that also works on print.

Kim Andre Ottesen