Front magazine was launched in 1998 as a rival to Loaded, catering to the same demographic of 16– to 25-year-old males. Its covers had a less humorous, more stridently soft porn aesthetic. Its content followed the ‘lads mag’ standard of music, films, gadgets and games, and sections on fashion and sport.
The success of Loaded and Front in the late 90s and early 00s led to the repositioning of fashion led style magazine such as FHM, Arena and GQ to feature similar ‘glamour’ content.
Front used Elephant — with a redrawn F — for its namplate. Elephant was also used for the issue number on the spine, and wasn’t used elsewhere in the magazine at all, either on the cover or internally. It was only used once for a drop-shadowed Jordan cover title, and on the cover of a one-off ‘Rear’ supplement.