#Japan #Tokyo #AXIS Magazine #graphic design #Björn Kusofsky

AXIS Magazine: A Hub for Design Enthusiasts

The latest edition of AXIS Magazine, set to be released on October 1, 2025, provides a captivating look into the dynamic world of graphic design. This issue prominently features Björn Kusofsky, the CEO and Creative Director of Stockholm Design Lab, as the cover story. Kusofsky embodies a philosophy that underlines the inseparability of strategy and design: "Without strategy, there’s no design, and without design, there’s no strategy." At the heart of successful design lies an understanding of a brand's "core," a concept that Kusofsky explores through various successful projects.

Stockholm Design Lab may be a name unfamiliar to some, yet many will undoubtedly recognize their work through collaborations with notable companies like IKEA, Volvo, and Coca-Cola. Their aesthetic leans towards minimalism while still conveying a strong sense of each brand's identity. Through projects ranging from Askul’s bold battery packaging to SIGMA BF’s visually distinct camera branding, Kusofsky demonstrates how intricate design can communicate effectively while remaining beautiful.

Thematic Focus: Graphic Design in an Optimized Environment

This issue poses an intriguing question: "What can graphic design communicate in an increasingly optimized world?" As automation, standardization, and AI-generated designs become prevalent, the role of graphic design is shifting. Designers are now compelled to explore areas untouched by efficiency—such as ethics, narrative, and emotional engagement—resulting in newfound forms of expression.

AXIS Magazine aims to investigate the experiences of designers worldwide and how they respond to these new challenges. The exploration dives into how graphic design can expand human experiences and foster imaginative societal visions, even in a world dominated by optimization.

Type of Feeling: A New Typography Philosophy

A point of interest in this issue is the feature on Type of Feeling, an innovative type foundry founded by art director Jessica Walsh in 2024. It has gained attention for its emotionally-driven fonts that resonate deeply with audiences, highlighting the power of visuals in expressing feelings. Walsh's work, rooted in the creative agency she leads in New York, showcases bold and provocative graphic design that pushes boundaries.

Everyday Practice: Ethics in Graphic Design

Another captivating segment discusses the Everyday Practice, a Seoul-based design firm. Founded by three designers who met in a typography club, they approach graphic design as a medium for social engagement and ethical reflection rather than merely visual styling. Their work spans from protest posters to interactive installations, reinforcing the vital role designers play in advocating for change and challenging harmful norms.

Bito: Experience Design from Taiwan

The Taiwanese creative studio Bito takes center stage through their involvement in the 2025 Osaka-Kansai Expo. They are tasked with crafting visual spectacles for a pavilion showcasing dynamic nature and vibrant life. This segment uncovers Bito's techniques and their leadership's insights into visual and kinetic design, channeling the future of experience design.

c-album: Bridging Time and Narrative

c-album, rooted in Paris, is dedicated to capturing the rich tapestry of the city's history through graphic design. They focus on preserving and enhancing the cultural heritage that forms the city's identity, thus embodying an unending mission to reflect the community's collective experience.

Understanding Generation Z's Graphic Expression

Another highlight is examining Generation Z creatives, whose unique digital-native perspectives lead them to refine and transform various past styles into innovative graphic expressions. Exchanges with experts illuminate how these new creators contribute to the evolving visual culture, finding inspiration in diverse forms from retro aesthetics to sleek modernity.

Expert Roundtable on Future Perspectives

The issue concludes with a roundtable discussion featuring graphic designers like Kensaku Kato and Natsuko Yoneyama, alongside editor Kiyotaka Muruga, reflecting on how the trends of optimization and efficiency impact the graphic design landscape. Together, they analyze case studies presented throughout the issue, looking ahead to the future of design philosophy and implementation.

Purchase Information

Readers can look forward to securing their copy through various channels. AXIS provides options for online purchase, subscriptions, and availability in major bookstores across Japan.

Launched in 1981, AXIS Magazine has fostered a vibrant design community. With high-quality bilingual content and innovative layouts, it remains a trusted voice among designers and creative leaders committed to shaping a more thoughtful, well-designed environment.

Stay tuned for this exciting new issue that promises insights, inspiration, and a thought-provoking exploration into the evolving narrative of graphic design.