Profile: Non-Format

The wave of excitement ahead of the Non-Format cover design for issue 163 of Computer Arts was a palpable force. Ordinarily, you'd see this as the kiss of death, but Non-Format has done this so many times before that it's second nature. For music, magazines, fashion, and increasingly for advertising, Jon Forss and Kjell Ekhorn can't help but confound expectations. It's just what they do.

"I'm a bit spellbound by magazines, it has to be said," says Jon Forss, the States-based half of Non-Format, who has a house full of them. One of the things he loves about magazines is their ephemeral quality: "I buy them for the moment but, rather like a good wine, they take about 20 years before they really mature." So, hold on to those back issues. "They become a fascinating snapshot," Forss continues, "not only of that era's visual culture but also, via the advertising pages, of its social preoccupations."

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