Primary Paper is a biannual print magazine co-founded by Jessica McGowan, who is also the art director. Each issue is focused on a contemporary societal theme that can be treated through an artistic lens. This way, a wide range of contributors can offer their unique perspective on these topics which touch us all.
Issue 2 is dedicated to the topic of age. In a society where the fear of aging is ever-present, facing this theme seems crucial in order to deconstruct our perception of getting old. These last few years, photography has given more place to older models, and the beauty industry starts slowly to be closer to “real people” in terms of representation. Following this path, the second issue of Primary Paper wanted to celebrate the value of tradition, maturity and experience through different contributions: a portrait series, about family, an insight into the relationship between mother and child, among others.
Primary Paper is set in Neue Helvetica for the most part, as we can see in the logotype, with huge capital letters grabbing the attention at first sight. Each issue presents a different second typeface: for this one, Jessica McGowan chose Cardinal Fruit from Production Type. We find Cardinal Fruit in semi-titling uses or quotations, adding delicate touches to a strict layout. The contrast between the rigidity of Neue Helvetica, its plain shapes and wide counter forms, and the elasticity of Cardinal Fruit, with its condensed design and dancing italics, bring the magazine some sensibility and make the topic of age a little less impersonal.