Defining a community. aMagazine is the largest-circulation Asian-American lifestyle magazine. When aMagazine evolved into aMedia, we developed a new identity based on a symbol, described here by aMedia founder Jeff Yang: "We wanted to be a place where Asian Americans are 'figure, not ground.' The new logo celebrates this idea by turning the area around our a into a frame for the a-shaped space within." On the magazine, cover images always show through the symbol; the stationery system accomodates many formats and three aMedia offices.

what we did:
strategy · concept · design ·
preparation · production