Double Yellow is a magazine for young travelers. The content centers on interesting and unexplored aspects of the American landscape and culture, providing readers with a road map to their next adventure. The magazine has a youthful and inspiring voice, targeting an audience of young adults ages 18–30.
Seeking to reflect the bold spirit of America's brave adventurers, I chose Macho, a sturdy sans with plenty of quirks, for the magazine's masthead. I thought the name "Double Yellow" was fitting because of its reference to the open road, marked only by the two lines down the center. The bright yellow color connects to the concept and provided a fun accent. I ensured Double Yellow carried a conversational tone throughout its brand voice, as well as used colorful images of the American landscape and its people to engage readers and appeal more to my young target audience.