Research on brand image and house style for magazines.

1. Research task 5
Brand Image and House Style
Analyse how a house style is created by the use of media language in
your previous front covers and contents pages examples.

2. Magazines

3. Cosmopolitan
House
Style

4. Cosmopolitan
Format/proportions/dimensions: Portrait.
Use of colour and shapes: Often has a circle on the right side with a coverline.
Font types: Masthead and most coverlines use sans-serif which connotates the
modern subjects inside.
Images: Conventionally, there is just one image occupying the entire of the front
cover. This image is usually a cowboy shot or a medium full shot, often portrait.
Camera shots: Conventionally cowboy shots or a medium full shots.
Composition: Masthead centred at the top of the front cover. The masthead is often
partially hidden by the model's head. The image occupies the entire of the cover. If
there is a main cover line it is centred near the bottom of the page. Additional
cover lines are placed on the left and right sides with a few rarely in the centre.
Codes: ...
Conventions: ...

5. Esquire
House
Style

6. Esquire
Format/proportions/dimensions: Portrait.
Use of colour and shapes: None.
Font types: Masthead and most coverlines use sans-serif. Serif is used when a coverline is
trying to emphasise something elegant and stylish. Despite the masthead being sans-serif,
it has an odd partially cursive font which connotes a traditional yet modern style.
Images: Conventionally, there is just one image occupying the entire of the front cover. This
image usually ranges between a close up shot and a cowboy shot, often portrait.
Camera shots: Conventionally medium close ups.
Composition: Masthead centred at the top of the front cover. The image occupies the entire
of the cover. If there is a main cover line it is near the bottom of the page. Additional cover
lines are placed on the left and right sides with a few rarely in the centre.
Codes: ...
Conventions: ...

7. ELLE
House
Style

8. ELLE
Format/proportions/dimensions: Portrait.
Use of colour and shapes: The masthead is often coloured in white or
black depending on the background.
Font types: Masthead and most coverlines use serif which connotates
elegance.
Images: Conventionally, there is just one image occupying the entire
of the front cover. This image usually ranges between medium close
up shot to medium full shot, often portrait.
Camera shots: Conventionally medium shots.
Composition: Masthead centred at the top of the front cover. The
masthead is sometimes partially hidden by the model's head. The
image occupies the entire of the cover. If there is a main cover line it is
centred near the bottom of the page. Additional cover lines are placed
on the left and right sides with a few rarely in the centre.
Codes: ...
Conventions: ...

9. Common Elements
- Portrait
- Camera shots usually range between
Medium Full Shots and Close-Up shots
- Masthead is always centred at the top
of the page
- Cover lines are placed on the left and
right sides with a few rarely in the
centre.