redesign i ,,1

REDESIGN
\,l ON T REAL'S
LAP R E S S E
SS
ease
A newfaceandnewformula
unveiled
forMontreal's
LaPresse
Bv LYNN WYLIE
Desrgn
drrertor,
Larava
Design
If you haveevervisitedMontréal,you'rewell awareof its
infectiouscharms - the famous bagels,the Bring-yourOwn-Wine restaurants,
the cobble-stoned
Otd Town and a
nightlifethat rageslong afterThe RestOf Canadahasgone
to bed.With its Europeanflair and stylishsophistication,
Montréalalsohasa long historyof settingthe culturalpace
in Canada- no matterwhat Torontotries to tell you.
The francophonesocietyservedby the daily newspaper,
La Presse,
helpsput much of the strut in Montréal'sgroovy
reputation.As celebratedfor its unwaveringcommitment
to styleas it is renownedfor its political passion,Québec
hasproducedsuchcelebratediconsas Henri Hébert,IeanPaulRiopelle,RobertLepage,Marie Chouinardand pierre
Elliott Trudeau.Needless
to sa¡ the prospectof redesigning
this vibrant peoplesmost popular daily newspaperwasan
immenseand excitingchallenge.
The mandatewas to design for a new generationof
readersand drive the look as far aspossiblewithout alienating loyal readers.The new designreinforcesand visually
reiteratesLa Presse's
Presidentand PublisherGuy Crevier's
descriptionof the newspaperas a "loyal reflectionof the
dynamism,the diversityand the opennessthat characterizesQuebecsociety."It wasimportant that the redesignreflect Montréal's reputation for stylish adventure and
innovation by taking a few well-calculated risks.
Accordingl¡ the result'sareunlikeany other newspaperon
the newsstand.
LucieLacava's
Montréalstudio,LacavaDesign,Inc.,undertookthe two-yearprojectthat wasrevealedOct.7,2003.
"The redesigntries new venues,it exploresnew concepts
and waysof presentingthe information yet remainsvery
simpleand easyto read.I'm extremelycuriousto seehow it
will standthe testof time, and especiallyhow readerswill
reactto it." The processof redesigninga Frenchlanguage
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Oct.
7th,2003
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(Above)
Thispage:
Lucie
lacava
with
thefirstissue
ofredesigned
La
(Left)Thefirstedition
Presse.
of[a
page
Presse's
oneaftertheredesign
Oct¿ 2003.
Newfeatures
include
the
inverted
L-shaped
referspace
whi<h
is
adjustable,
andthelead
headline
aligned
totheleft.Theentirepage
is
grid.
setonafive<olumn
(Top)
page:
Opposite
Page
oneof[a
(Bottom)
Presse
before
theredesign;
prototype
early
ofpage
one.
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alLnrur.
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REDESIGN
LAP R E S S E
I noi l rnraL's
nc\\'sp¿rperiuvoh,esa number of ur.riquechallenges.Above
all is the f¿rcttl.reFrenchlanguagegenerallytakesup about
30 to -15percentntore sp¿rce
than Englishdcles.This fact rec¡uireda su,itchfionr the multiple-column grid to a rvider
five coluntn forntat to ¿rccor-nntod¿rte
rvordier headlines.
A hauteur
La communauté internationale
The resultis a rlodular designwitl.rstrong horizontalstress.
d homme.
condamnele raid israélien
vers¡on
A lessobvious but no lessimportant consider¿rtion
was unbritannique
derstandingQuébec'sfascinationrvith innovation and the
latesttrends.
Launcl.redin 1884,the nan.replate
featuredall capsand
was set in serif t,vpe- a look that remained unchangedfbr
77 ¡,ears.The first big change to the nameplatecante on
Aug. l6th, 1961,rvhen the norv-fantiliar red, cigar shape
fiamin{¡ the name La Pressein all caps and serif w¿lsunveiled.This nar.neplate
rvasagain altered in 1969,when it
n'asgiven the trenclynervlook of all lower casetype - a look
designedto ¿lppearntore populist and lesssevere.
The desireto takechaltcesrvith the new designhad to be
rveighed asainst the traditions of a r.rewspaper
that has
spent the last I l9 ,vearsgetting established.Chief among
the so-called"sacredcow" elementsof tfreold designwas La
Presse's
narneplate.Given this nantepláte'scontinuing intportarlce to the La Pressebrand, there rvas only lintited
roonr for redesign.The mandate rvasto rvork rvith the red,
cigar-shapedfiame, but we were free to rethink the nameplate fbnt. It rvasdecided to set the narneplatein all caps
sansserif,u'hich rvould correspondrvith the headlinefonts
¿urdsectior.rf1ags.The fr¿rrnervas then trveakedto make it
lessrounded ¿rndmore nrodern and the red rvasrefreshedcareful all the rvhile to preservethe integrity of La Presse's
trademark.C)nehnal adjustn.rentto the nameplatewas to
flush it to the lefi. The purpose of doing so was to give La
Pressea more modern look by movir.rgaway from the conventional ter.rdency
toward centering.Flushing the nameplate to the left also remains cor.rsistentwith the overall
redesigr.r,
which has everytl'ringflushed left, including secWA S H I N G T O NP O U R S U i f S A C A M P A G N EP O UR EC H APPERA L A C OU R F/.': ''
tion flags and the specialstory treatment for lead stories
n'here the headline is stackedto the left, in the fashion of a
Climat tendu ,, j11,,:":""
,:
side-saddlehead.
eu sommet de '
A unique f-eatureof PageOne, is the inverted'L shape
ref'erspace.The shape is adjustablentoving up & down the
pageending with its zipper rule. This providesmore roonl
LA MOUSSONFAtr 2000 :ir:::''
to sell the content without interfering rvith the news hole.
BE'IU'COñ''OUd'
MORTS AU CAMBODGE
In the Saturdayedition, the L-shapecan be stretchedto accornmodate more pointers to its rrrany sections.Most papers have a fixed refer treatment at the top of PageOne or
dorvn its side.One exceptioll is the Toronto Star,which was
one of our redesignprojects last year and displaysmovable
pointerscalled"the slinky."
The redesignadoptednew fonts to provide a non-traditional, more contemporarylook. While maintainingthe existing font for the body text in order not to disturb the
reirders,the H&J's were adjusted for enhanced legibilit¡
Hoefler and Frere-lones Typography were specially commissionedto add additional custom weightsto a font fron'r
their repertoireto be usedas the main displayfont.
This redesign broke nerv ground for Lacava Design,
which undertook the creation of its first origir.ral font.
Lac¿rvahas often sketched font ideas,of which some have
turned into narneplates
designedin-house,otherscommissioned into entire fonts families. However, the La Presseredesign rvasthe first time a fbnt fantily has been completely
L
Monde
Theworldnews
section.
Formerly
foundinsidetheA
section,
thisnews
section
appears
everydayandcovers
international
current
events.
Top:
Firstsection
ofthe
redesign;
below-right:
prototype.
Below:
aninside
political
page.
news
La publicationdu
rápport Dion est :- ,
'
reportée d un an
Le concours de beauté avec
Mario Dumont est terminé
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32
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ActuelandArtsSpectacles
Feature
andArts&Entertainment
a
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when
sections.
Another
inside
another
they
appears
major
section
preserving
flag,stacked
share
thesection
inthe
color
asit does
theiroriginal
prototype
below.
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6 U n GOú f€ r tr f^ u r m N r r ú cH ¡ d r d a o a ¡dLr;ct
Marie SaintPierre
Le bonheur d un froissement
LA MODE
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33
REDESIGN
LAPRESSE
I vorurnrnl's
onthedayoftheredesign's
Lacava
visitsthepressroom
launch.
Affaires
createdon site.The font, calledMontréal,has a distinct
Frenchflavorand comesin two weightsof italic.It wasdesignedto satisfythe desirefor greaterdistinctionbetween
La Presse's
columnistsandtherestof the newsstories.Since
this wasthe first font to be designedin-house,typographer
Nick Shinnwasconsultedto givethe font a final stampof
approval.In additionto the newfont,a shadedbackground
spanningthe full-width of the pagegivesLa Presse's
star
columnistsaddeddistinctionfrom the restof the text.
Anothersignificantelementof the redesign
wasthe color codingof the sectionflags.Distinguishingthe newspapers different sectionsby color was intended to add
individualityto the separate
sectionswhile liveningup the
paperasa whole. Eachsectionnow hasa uniquelook that
enhances
its characterand content.The differentcolorsalso make it easierto navigatethrough the paper- readers
will come to know red is Sports,turquoiseis Arts &
Entertainmentand blue is Business.
A key factorallowing
for the nervlook is La Presse's
new printing plant.The new
pressmovesfrom letterpress
printing to'high definition'
offset.La Presse
had new,Mainstream80 printing presses
built especiallyfor the newspaperto coincidewith the
launch.
Judgingby the city it hailsfrom, it only makessensethat
Montréal'snewly redesigned
La Presseshouldlook more
Europeanthan it is doesNorth American.It'sa look its terrace-haunting,
espresso-sipping
readerswill no doubt find
intellectually
appealing,
and trésá propos.
Thisisthebusiness
section.
Themarkets
have
been
attached
tothesection
flagfor
information,
theaddition
alsorefersto insidestories.
at-a-glance
of a briefspackage
From
left:before
theredesign,
a prototype,
andthefirstsection
ofthenewlook.
-.Couche-Tard
^
a.i:.
^
Í:a .
^::-¡..
:'::':-....--';i:*:.i{it i:-;:;;:--.
doubledetailte:.*?E*ir#*r*-5 *¡,=
dun seulcoup f;-;¿l;j i*1*H*:Ij:.:'
r,i;ióñ- ;;;;;;;;;;--
-----il;;,.d,""
: plarche sur
un óvton
r.:::":''
EDt|C0Ll.tOt.C0ll.
outil
unnouvel
34
DesignJournall¡90
SDfn!2004\ry/!!sncoril
m
perdeflt
Lesil¿ple
L€¿h
Joseph
auprofit
desRed
lfi|lgs
et
p¿rEelfour
lerefnplacent
le Br ó siln ' e n a va it 6
--
fait
Colon
impression
bonne
i ses
débuts
Sports
isinatabloid
0nweekdays
Sports
format,easyto readintransit,andon
it appears
inbroadsheet.
weekends
From
topleft:before
theredesign,
a
prototype,
broadsheet
andthefirst
newtabsection
aftertheredesign.
Design
Journali$0
35