My initial inspiration was i-D Magazine; a fashion, arts, and culture magazine that began out of the UK as a fanzine for urban punk and new-wave street fashion. Inspired by their functional and engaging wordmark, I began sketching a wordmark that incorporated elements that could be pulled out and used individually throughout the magazine.
The name “Elixir” came from the idea that “the Elixir of life” is an eclectic mixture of ingredients able to extend the life of the drinker eternally, a mixture of eternal youth. Elixir focuses on all those aspects of life that mix together to create culture-art, music, fashion, society. The contents of the magazine are constantly going to be fresh, current and highlighting the vibrancy of life.
Final sketches included mixing typefaces, textures and elements, and the final wordmark created an hourglass from the "X". Not only does this incorporate the idea of mixing elements by combining letters with an icon, but it also represents the idea of time provided by an elixir.
Throughout the print spreads, the concept of overlapping elements was utilized not only as an aesthetic decision, but to also visually represent the definition of "elixir" and the idea of mixing components together to create one solution. The magazine's contents range from fashion to culture to the latest in music and entertainment.