A New Type of Imprint

We still remember our first experience with a piece of Norwegian design, when we saw the iconic L1 desk lamp at Habitat many years ago. Although it was designed by Jac Jacobsen in 1937, at the time we wrongly associated its creation to another Jacobsen, the famous Danish Arne. Like us, who were unaware of the infuence of Jac Jacobsen, Norwegian design has been overshadowed by its Nordic neighbors, Denmark and Sweden.
Wishing to counteract this trend and professing to present Norway as a country that goes far beyond the beautiful mountains, impressive fjords, the northern lights and oil, creative agency Anti recently launched the magazine A New Type of Imprint. Assuming Norway as one of the best kept secrets in the world, the quarterly publication proposes to end the lack of media coverage on local creativity.
Unlike Denmark and Sweden, which always have promoted their designers, the Norwegian government stopped supporting local creative people in the mid-fifties, leading to a lack of knowledge about the majority of their designers and artists, even internally. Because of this, the magazine's creators have embarked on a research on the evolution of local traditions and how the Norwegian creative quietly developed an unique way of storytelling through design.
Celebrating the Norwegian artistic community by publishing stories about new talent and veterans of the creative industry, A New Type of Imprint features simple and Scandinavian inspired graphics, with the singularity that each number has a guest graphic designer, which is given complete freedom to shape the second chapter and cover.
After the first issue was released in Autumn 2014 (pictured), the second number will be launched in March. A must read!

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