Virgin Atlantic’s Carlos magazine

Discovered at Magma many years ago, I remember distinctively picking up Carlos magazine and feeling that it was remarkably fresh and simple for a magazine. More of a fanzine than a magazine.


Launched as Virgin Atlantic’s in-flight magazine for their Upper Class passengers in January 2003, Carlos magazine changed the face of magazine publishing and customer communication. Its innovative approach to design, editorial, advertising and brand communication gave Virgin Atlantic unprecedented kudos and press coverage. The first issue alone earned twice the PR value of its costs. From being a Vogue magazine ‘must-have’ to being awarded the much-coveted Launch of the Year award by the Bsme and the Magazine Design of the Year (beating hugely-financed newsstand titles on both occasions), Carlos became the benchmark for what a bespoke customer magazine can be.



But all good things must come to and end and Carlos magazine was closed. I still have my copy of Carlos and occasionally take to it for some inspiration when feeling dry and in need of reminding that less is most certainly more.


Having worked in design for the past decade, Daniel started as a discussion of timeless, modernist product design. Trained as a graphic designer, he also has an avid interest in typography. You can follow him on Twitter @ateliertally.


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