UofTMed is the alumni magazine for the Faculty of Medicine at the University of Toronto. It is U of T Medicine’s main brand piece and has a reach of about 28,000. It has two main objectives: to engage alumni of the Faculty and keep them informed about how their alma mater is tackling issues of great societal importance through research and education; and to provide an opportunity for graduates to show pride by displaying the magazine prominently in their waiting rooms, offices and homes.
With the design of UofTMed, we wanted to make something that would transcend style trends as well as withstand actual wear and tear of being shared between many people. It’s not your typical throw-away magazine, and — though it may be boiled down to this — we do not want the magazine to be perceived as a typical bland, flat corporate PR piece. As such, we commissioned (and sometimes created) art and photography that is witty, surprising and often tongue-in-cheek — while still being meaningful to the stories they illustrate. By carefully using contemporary, modern typefaces in bold, unconventional and sometimes “uncouth” ways, we were able to create fresh and interesting editorial layouts. To add additional impact, we opted to use a bold fluorescent Pantone in each issue. Print is not dead and we wanted to prove it.