Folio

Rebuilt from the grid up

Folio had four issues of accumulated exceptions and no functioning grid. We threw out the layouts and kept the writing, then rebuilt the magazine around three column widths, one typeface at four optical sizes, and a baseline that survives a picture running across the gutter.

One rule did most of the work: no photograph may be cropped twice. If an image needs a second crop to fit, the layout is wrong, not the photograph.

Outcome

Two hundred and forty pages, art directed and typeset in-house, plus a template the editors now run without us.