Real Simple marked its 10th anniversary this year, a milestone that the magazine chose to celebrate with a triple split-run cover for its April issue themed “The Gift of Time.”
Craig Cutler photographed the covers and worked with Real Simple creative director Janet Froelich (veteran creative director of The New York Times Magazine and T: The New York Times Style Magazine) and design director Cybele Grandjean on the conceptualizing of the images, so I wrote Janet to ask about how this ambitious project came together.
Here’s what she said:
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“When I arrived at Real Simple nearly a year ago this month, plans were under way for a tenth anniversary special issue. The theme had been established—a celebratory gift to the reader—tentatively called ‘The Gift of Time.’ The issue would be filled with time-saving tips and ideas, both new and from our archives, but the cover needed to be something special and different, to set it apart from the regular run of covers.
The concept of time was a tough one to visualize, so we decided to enlist the assistance of an elite team of product designers. Each designer was given the charge to create a simple, clever clock, one that acknowledged the significance of time in the lives of our readers. Each clock should be graphically strong, clear and legible, and have a unique approach to the concept of time. It should speak to the modern woman with its sense of beautiful design and smart nod to time management.
The clocks these four designers came up with are playful and remarkably different—a metaphysical wall clock by Harry Allen…
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…a calligraphic table clock by Scott Henderson…
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…a wall-art installation by Boym Partners…
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…and a screensaver by typographer Alan Dye that is a free download for our readers…
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The challenge was to find a photographer who could respond to these very different objects, and create a series of timeless images that would be conceptually unified and showcase the individuality of each clock, each one powerful enough to hold the cover.
Craig Cutler was excited about this project from the get-go. He found the formal aspects of the clocks challenging, and immediately responded with a series of beautiful sketches that informed the direction for all four images.
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Craig's sketch for the original concept, with a note about using a tulip for continuity.
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We decided to bring flowers into each picture to set a slightly feminine, warm atmosphere, and to nod to the notion of time. The flowers begin tied together in a bunch, placed on the surface with the Henderson clock, are placed in a vase on a table in front of the Boym installation, and then their petals softly fall against the Allen clock.
Craig also photographed each of the images suggested by the Boyms for the frames in their installation. He was relentless in his search for interesting forms to respond to the Boyms ideas, to convey the modern but timeless quality of the numerically charged images.
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I think the final images are beautiful, timeless and strong.”
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Thank you, Janet!
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Related links:
“At 10 Years, a Magazine Finds Time to Celebrate,” The New York Times, March 7, 2010
“Real Simple: Time to Celebrate,” Grids: The Official SPD Blog, March 12, 2010
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