The core design concept was to establish a new identity for the magazine, which would also become the tool to both divide and illustrate regular sections and columns. Since the newspaper is trilingual (Catalan, Spanish & English), we chose 3 different stroke widths: a very fine one, a medium one and an extra bold one. The fine stroke would be used as a section subdivider, as secondary text underlining, and as the stroke for very small icons –such as page number indicators or credits–. The medium one would be used on section divisions, important text underlining and as the stroke for the regular icons –such as the ones which would illustrate columns and sections–. Finally, the thick stroke would be used to break entire areas of a spread, to highlight and underline important sections and, on rare occasion, illustrate wide areas in a bold fashion. On occasion, the thick stroke would also replace certain key accent marks, such as on the cover or main feature.
Besides the strokes, the font became the second identity-pillar. We chose a modern masterpiece: GT Sectra, an Egyptian family with a lot of personality, perfectly suited for the magazine's content. Its angled calligraphic finishings would dictate the way in which the whole magazine was designed: the sections and its dividers would become slanted, and so would the icons and illustrations. Finally, this asymmetric approach was applied to the new magazine logo, where the accent on the word "Més" would carry this slanted stroke to the cover, tying together the whole magazine style.