Graphic media language house style analysis with example

1. House style

2.  To understand the concept of house style in
magazine design.

3. A set of rules concerning graphic elements (layout, colours, images and typography) observed
by the graphic, editorial and printing staff in a particular publishing or printing company.

4.  How do these different front pages maintain consistency in their
design?
 Analyse all graphic elements such as masthead, main image,
main cover line, additional cover lines, dateline and any other
graphic elements that you think are relevant.
 Analyse use of font types (serif/sans serif), sizes of different
blocks of text and images, use of images and use of a colour
scheme.
 Analyse the use of graphic media language in order to construct
representation.
 Analyse the codes and conventions in those magazine covers.

5. What are the main elements in the National Geographic magazine’s house style (think
of use of colour and shapes, font types, images, camera shots, composition. List as
many as you can in the next slide.

6. TASK: What are the main elements in the National Geographic Magazine’s house style (think of use of colour and
shapes, font types, images, camera shots, composition. List as many as you can in the next slide.
1. Format/proportions/dimensions:
2. Use of colour and shapes:
3. Font types: Serif or sans-serif?
4. Images:
5. Camera shots:
6. Composition:
7. Codes:
8. Conventions:

7. TASK: What are the main elements in the National Geographic Magazine’s house style (think of use of colour and
shapes, font types, images, camera shots, composition. List as many as you can in the next slide.
• Format/proportions/dimensions: Vertical format (also called portrait)
• Use of colour and shapes: Characteristic yellow portrait frame as branding image. Used also as logo
on the TV channel’s fly.
• Font types: Serif for the masthead, connoting the old tradition of the National Geographic Society,
and Sans Serif for the cover lines, connoting the contemporary aspect of the publication.
• Images: Conventionally, there is just one image occupying the totality of the front cover. This image is
usually a close up shot (portrait) or another shot used in a very similar fashion (such as the illustration
on example 2 or the general shot used on example 6)
• Camera shots: Conventionally Close ups.
• Composition: Masthead centred at the top of the front cover. Image occupies the totality of the cover.
Main cover line centred. Additional cover lines placed at the bottom left or right.
• Codes: The National Geographic is a magazine published by the National Geographic Society. Founded
in 1888, its interests include geography, archaeology, and natural science, the promotion
of environmental and historical conservation, and the study of world culture and history. All these
topics are clearly reflected in the images framed in its characteristic logo. The use of serif font types
for the masthead, connote the old tradition of the National Geographic Society. This masthead has
barely changed since the original publication of the magazine.
• Conventions: One conventional element is the characteristic yellow
portrait frame as branding image, which is also used also as logo on
the TV channel’s fly, as well as being the logo of the National Geographic
Society itself. Another conventional element is the use of a portrait close
up photography as main front cover image.

8. What are the main elements in Time magazine’s house style (think of use of colour and
shapes, font types, images, camera shots, composition. List as many as you can in the next
slide.

9. TASK: What are the main elements in Time magazine’s house style (think of use of colour and shapes, font types,
images, camera shots, composition. List as many as you can in the next slide.
1. Format/proportions/dimensions:
2. Use of colour and shapes:
3. Font types: Serif or sans-serif?
4. Images:
5. Camera shots:
6. Composition:
7. Codes:
8. Conventions:

10. What are the main elements in i-D magazine’s house style (think of use of colour and
shapes, font types, images, camera shots, composition. List as many as you can in the next
slide.

11. TASK: What are the main elements in i-D magazine’s house style (think of use of colour and shapes, font types, images,
camera shots, composition. List as many as you can in the next slide.
1. Format/proportions/dimensions:
2. Use of colour and shapes:
3. Font types: Serif or sans-serif?
4. Images:
5. Camera shots:
6. Composition:
7. Codes:
8. Conventions:

12. What are the main elements in The Big Issue magazine’s house style (think of use of colour
and shapes, font types, images, camera shots, composition. List as many as you can in the
next slide.

13. TASK: What are the main elements in The Big Issue magazine’s house style (think of use of colour and shapes, font
types, images, camera shots, composition. List as many as you can in the next slide.
1. Format/proportions/dimensions:
2. Use of colour and shapes:
3. Font types: Serif or sans-serif?
4. Images:
5. Camera shots:
6. Composition:
7. Codes:
8. Conventions:

14.  How do these different interior pages maintain consistency in
the design compared to the cover?
 Analyse all graphic elements such as masthead, header, footer,
main image, main cover line, additional cover lines, additional
images, issue number, date and any others that you think are
relevant.
 Analyse use of font types (serif/sans serif), use of images, sizes of
text and images and use of a colour scheme
 Analyse the different graphic elements and use of graphic media
language in order to construct representation.
 Analyse the codes and conventions in those magazine covers,
following the previous example.

15. Image cut over plain
colour background.
Footer including dateline,
masthead and page number.
Same font types are used in a consistent colour scheme.
Typography composition.
Main image is on
the front/center
of the page.
Credits which
provide information.
HOUSE STYLE ANALYSIS EXAMPLE
Same
combination of
font types used
through the
different pages
of the magazine