concepting + crafting a brand

Aimed at niche readership, with the goal of conveying a different view of the world, iota magazine explores the small worlds hidden within our own. The moodboard presents a tone that is quirky, layered, curious, and bold.

audience

iota readers are a curious bunch. They're in their 20's and 30's and include (self-proclaimed) nerds of all sorts. They're young, trendy, inquisitive and enjoy listening to podcasts such as Ologies, Invisibilia, Hidden Brain, and Stuff You Should Know.

curating content

Carefully curated for our audience, iota content pulls from both scientific and artistic sources. Macrophotography is often featured, with a shallow depth of field, to convey a sense of wonder, curiosity, and discovery. Even in some of the most scientific discussions, the writing style presents a tone that is casual, hip, and engaging, just like our readers.

logo + masthead

In line with the interests of our storytellers and readers, the iota logomark reflects an appreciation of those little details. The tittle in the title is adapted to bring the viewer closer to consider its form.

grid

As a nod to classical, scientific publishings of old, the magazine uses an adapted, double-column manuscript grid. With wide margin space to allow the eyes to rest, and narrow text blocks to help focus the eye, the asymmetry of the design creates strong visual interest for the reader. 

issue 01

The inaugural issue of iota explore three themes; seeds, the human body and food & drink. Each section has a distinguishable color that is represented in both the Table of Contents and in the pagination elements throughout the magazine.

SEEDS OF ORIGIN
C0 M71 Y71 K0

FOODSTUFFS
C0 M71 Y71 K0

WARM BODIES
C0 M71 Y71 K0

editor's note

In the company of mountains, I often find myself lost in awe at the smallest of details. On the trail, you'll see me lagging behind, with eyes wandering, or crouching alongside the trail with my camera pointed at a tiny bit of lichen or dew that has caught my eye. To my delight, I've discovered I'm not the only one to have found such awe in the little details.

In every bit of our day, there are countless billions of small inhabitants and influences. Some are quite significant, others (many actually) go unnoticed. This magazine seeks to explore the hidden microcosms of our lives on a more macro scale. iota features storytellers of many forms; chefs, scientists, photographers, poets, and more. The common thread amongst these storytellers is in the details - the tiniest of details - that they’ve discovered and now share with you.

I hope that as you meander through the stories and images, you too discover an unusual beauty and appreciation for life’s tiny unknowns. I invite you to take your time. Give it a good look. You may find yourself experiencing the world through a different lens.