Planning- Official Style Guide

 Style Guide

Hello all! Today we are making our style guide that we will use for both issues. After deciding what colors, fonts, and motifs we want to use we are going to finalize it and put it all into a style guide where we will including all fonts, grammar conventions, and audience/ message.

Audience Overview 

Our magazine aims to reach all pet lovers and owner, including advice and comedic pet stories. Using advice from veterinarians and veterinary students we will offer advice to new and experienced pet owners. We will share information and spotlight stories to keep readers entertained and informed. We will keep a casual tone, keeping info easy to access and readability high for quick readers, especially young adults. All ages are pet owners, so lifestyle with pet ownership is what we aim for.

Grammar Conventions

In our magazine production, we will have.....

- No use of contractions, to ensure this magazine conveys a professional and sophisticated image, I will refrain from using contractions in all articles and headlines. 

- No use of modern-day slang, slang is deemed as improper, and to successfully maintain a professional image, I need to avoid it at all costs.

- No excessive use of passive voice. Using passive voice sentences makes them feel slow and unclear. Using the active voice creates energy and makes your articles easy to understand.

- Avoided filler words (like, super, etc), filler words weaken the point you are trying to make and come off as unprofessional. 

Headline Fonts and Colors

For our main theme colors we chose 3 different colors that are bright but not overbearing. They're named banana cream, cornflower, sweet salmon. 

The fonts we went with are Dream Orphans Bold for the headline accents and our masthead, and Amarieta lowercase for our headline normal.

For modules we are using Butterpop for small headlines.

Article Design and Fonts

For all articles, we will use the Baskerville font family for subheadings, copy, and names. here is a list of our specific font sizes and types.

    - Baskerville pt. 11 - Copy

    - Baskerville Semibold Italic pt. 15 - Dominant Subheading

    - Baskerville Semibold Italic pt. 14 - Module Subheading

    - Baskerville Semibold pt. 12 - Names

Design Motifs

For our designs we will use overlapping and varying opacity on different geometric shapes in our main 3 theme colors behind cutouts and headlines. 

We will use text wrapping around both cutout subjects and geometric photos. We will place importance on large images to establish hierarchy.