The Architects' Journal was redesigned and relaunched in June 2005. The aim was to reposition the magazine as a working journal, and to differentiate it from the glut of coffee table publications in the marketplace. The Akkurat font was chosen for its readability and simplicity. The date is prominent and an integral part of the cover lines, providing the immediacy a weekly magazine needs. It also emphasises the fact that the Journal is conceived as an on-going project – iterally, a journal for architects – and that each issue is conceived as the latest weekly instalment, rather than a finished product. The date and headline float over the centre of the cover image rather like a date stamp, as a deliberate reaction against the tendency to frame and 'fetishise' architectural images. This resonates with the reinvention of the Journal as a magazine that adopts a no-nonsense insider's view of architecture, a fund of insider's information as opposed to the polished post-rationalised image of architecture that is presented to the lay public.