Newsweek is paying homage to 1960s graphic design in its upcoming March issue, from the typography and layout to the advertising, to promote the fifth season of AMC’s award-winning Mad Men series, according to Ad Age.
The Mad Men-themed issue, scheduled for March 19, will include a feature on the role of advertising in U.S. culture and a cover story on the series– a drama surrounding intriguing fictional advertising pros during the “Golden Age” of advertising in New York during the 1960s.
Newsweek is encouraging its advertising partners to participate in the retro design.
“We’ve challenged agencies and clients to do ’60s-inspired creative, but for modern messages and products,” said Rob Gregory, president at Newsweek Daily Beast.
Newsweek’s design team is examining back issues for inspiration, according to Ad Age. “From ’64 to ’69, Newsweek had this super-slick, dead-simple modern look to it,” said Dirk Barnett, creative director at Newsweek Daily Beast. “The ads were in color. For the most part, everything else was in black and white with thin, red lines.”
The look was similar to the design on Mad Men in a way, says Barnett. “When you watch ‘Mad Men,’ everything is so precise and tight,” he said. “It’s all about precision, really. That’s what we want to infuse into this.”
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