Longtime subscribers of Ploughshares will have noticed a dramatic change in the journal's appearance between our Spring 2009 issue, guest-edited by Eleanor Wilner, and Fall 2009 issue, guest-edited by Kathryn Harrison: The iconic art-and-title design used throughout most of our history had been replaced by a brighter, contemporary grid design with a standout "P."
The change was championed by editor-in-chief Ladette Randolph, who began planning for the redesign when she started at Ploughshares in 2008. "It's always risky making a change to something that's been familiar and beloved," she said. "But I did feel a change was needed. [The design] had become a bit dated and I felt it didn't give the right impression of how the magazine had otherwise kept pace."
One of the major goals of the redesign was to move toward a logo-based branding. This led to the strong and straightforward "P," which also appears on our new website and tote bags. It was designed by graphic designer Ashley Muehlbauer, who was tapped by Randolph to freelance the project. "I wanted to create a recognizable mark for the journal that would hold its own weight and translate well in a variety of situations," said Muehlbauer.
Muehlbauer, who studied graphic design at the University of Nebraska, also felt the time had come to update the previous design, which consisted of type overlaid on the cover image. "This created serious readability issues and severely limited what artwork could be chosen for the cover," she said. "My solution was to create a separate space for each element of the design: the logo, the text, the image. This gives us more flexibility with color and image selection while reinforcing a consistent identity from issue to issue."
Randolph agrees. "I like how the issues with the redesign all look together spine out," she said. "Since we're no longer doing wrap around design, the spines remain distinctive. I'm very pleased."
Perhaps the least noticeable change, the switch from a glossy cover finish to a matte, will be the most important for the journal's shelf life. "Glossy pages don't always wear as well as matte finishes," Randolph said. "The finish we're now using also tends to lay better over time. If you look at old magazines with a high gloss finish, you'll notice they tend to curl on the edges."
As far as each cover's image is concerned, Muehlbauer said they come from a variety of places. "Some have been posted to photography blogs by amateur artists, some have been recommended by the current guest editor--it's always different."
While Randolph does consider the guest editor's taste when selecting a cover image, she says the in-house staff makes the final call: "Like a book cover, it's a part of the marketing of the journal and best judged by the staff."
"I like to think of the cover image as an extension of the grass-roots talent found in each issue," Muehlbauer said.
Within the next two weeks, we'll be announcing the cover image for the Fall 2010 issue, guest-edited by Jim Shepard, here at the blog.
-- Doug Paul Case



