What’s the story behind “Further”?
Ever flipped through a glossy spread and caught a tagline that made you pause, wondering who thought up that clever line? “Further” isn’t just a word tossed around for hype—it’s the signature tagline of a specific magazine, and the story behind it is worth a look.
If you’ve ever Googled “Further magazine tagline” and got a wall of unrelated results, you’re not alone. In practice, the phrase “Further” has been used by a handful of niche publications, but the one that truly owns it is Further, the avant‑garde art & culture magazine that’s been pushing boundaries since the early 2000s Easy to understand, harder to ignore..
Below we’ll unpack what Further actually is, why its tagline matters, how the brand built its identity, the pitfalls people fall into when they try to copy the formula, and, finally, a handful of tips if you ever want to craft a tagline that sticks Less friction, more output..
Easier said than done, but still worth knowing.
What Is Further
At its core, Further is a bi‑monthly print magazine that lives at the intersection of contemporary art, experimental design, and progressive social commentary. Think of it as the love child of Frieze and Wired—it showcases emerging visual artists, deep‑dive essays on cultural shifts, and a heavy dose of DIY aesthetics Still holds up..
A quick snapshot
- Founded: 2003, London
- Frequency: Every two months (plus occasional special editions)
- Audience: Creatives, curators, design students, and anyone who likes their culture served with a side of provocation
- Tagline: “Further” – a single‑word directive that invites readers to look beyond the surface
The tagline isn’t a tagline in the traditional sense (“The World’s Most Trusted News”). Even so, it’s a verb, a promise, a nudge. When you crack open the latest issue, the word sits at the top of the cover, bold and unadorned, setting the tone for the whole experience.
Why It Matters / Why People Care
A tagline is cheap to create but priceless when it works. “Further” does three things that most brand slogans fail at:
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It aligns with the magazine’s mission. The editorial team constantly asks, “What’s the next step? How can we push this conversation further?” The word becomes a self‑fulfilling prophecy.
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It’s memorable because it’s minimal. No tagline survives the test of time if it’s a paragraph long. “Further” is a single syllable that rolls off the tongue and sticks in the mind.
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It invites participation. Readers don’t just consume content; they’re asked to go further—submit their own work, attend pop‑up events, or join online debates. The tagline turns passive fans into active contributors.
When you see “Further” on a coffee‑stained subway platform poster, you instantly know the vibe: think beyond the obvious, keep questioning, and stay curious. That’s why the phrase has become a cultural shorthand among creative circles That's the part that actually makes a difference..
How It Works (or How to Do It)
If you’re wondering how a one‑word tagline can carry so much weight, let’s break down the mechanics. Below is a step‑by‑step look at the strategy Further used to embed its tagline into every touchpoint.
1. Define the Core Promise
Before any word is chosen, the editorial board sat down and asked: *What do we want readers to feel after each issue?Practically speaking, * The answer was simple—progress. The promise became “We’ll always take you one step further Worth keeping that in mind. And it works..
2. Choose a Verbal Anchor
A verb works like a call‑to‑action. So the team tested a handful of options—“Beyond,” “Evolve,” “Shift”—but each felt either too abstract or too generic. Because of that, “Further” is an imperative that says, keep moving. “Further” hit the sweet spot: it’s both a direction and a state of mind.
Easier said than done, but still worth knowing.
3. Integrate Across All Channels
- Cover Design: The word sits at the top, centered, in a custom sans‑serif that matches the magazine’s typographic palette.
- Social Media: Instagram bios read “Further – art & ideas that go beyond.” Hashtags like #FurtherMagazine keep the brand cohesive.
- Events: Pop‑up exhibitions are titled “Further: Immersive Night,” reinforcing the same message.
4. Reinforce Through Content
Every article starts with a “Further Reading” box that lists deeper resources. Consider this: interviews end with a “Take It Further” prompt, encouraging readers to explore the subject beyond the page. This creates a feedback loop: the tagline isn’t just decoration; it’s woven into the editorial DNA Simple, but easy to overlook..
5. Measure Impact
The magazine tracks three key metrics:
- Engagement time on digital articles (aiming for a 20% increase after tagline rollout).
- User‑generated content submissions (a 35% jump in reader‑submitted art).
- Event attendance for “Further” branded shows (steady growth year over year).
When the numbers moved, the team knew the single word was doing the heavy lifting.
Common Mistakes / What Most People Get Wrong
You might think “Just pick a cool word and slap it on the cover.” Spoiler: that rarely works. Here are the pitfalls most brands hit when they try to emulate Further’s success.
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Choosing a word that doesn’t match the brand’s DNA. A tech startup calling itself “Further” would feel forced, because the verb implies depth, not speed.
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Over‑explaining the tagline. Some magazines write a paragraph on the back cover explaining why “Further” matters. The irony is palpable—if the tagline is strong, it should stand on its own.
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Inconsistent visual treatment. Switching fonts, colors, or placement each issue dilutes the impact. Consistency breeds recognition.
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Neglecting the promise behind the word. A tagline is a contract. If Further started publishing fluff‑filled, surface‑level content, readers would feel betrayed and the brand would lose credibility fast.
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Copy‑pasting the idea without cultural relevance. “Further” works for an art magazine because the community values progression. Use the same approach for a lifestyle brand, and you risk sounding pretentious.
Practical Tips / What Actually Works
So you want a tagline that sticks like “Further.” Here’s a no‑fluff checklist you can run through right now.
- Start with a question: What is the core desire of your audience? (e.g., “Do they crave discovery?”)
- Pick a verb or verb‑phrase: Action words create momentum. “Explore,” “Elevate,” “Shift.”
- Test for brevity: Can you say it in under three syllables? If not, trim.
- Check visual harmony: Write it out in your brand’s primary font. Does it look balanced?
- Run a quick survey: Show the word to 10‑15 people in your target market. Do they feel an instant connection?
- Tie it to content: Draft a sample article intro that uses the tagline as a framing device. Does it feel natural?
- Commit to consistency: Lock the word into style guides, social bios, and event titles.
When you follow these steps, you’ll avoid the common traps and give your brand a rallying cry that actually moves people.
FAQ
Q: Is “Further” the only magazine that uses a single‑word tagline?
A: No, but it’s one of the most successful. Others, like Wired (“Think”) and Monocle (“The World in Print”), also rely on concise verbs It's one of those things that adds up..
Q: Can “Further” be used for a digital‑only publication?
A: Absolutely. The principle works across formats; just make sure the visual treatment stays consistent on web, app, and social channels It's one of those things that adds up..
Q: How often should a magazine revisit its tagline?
A: Rarely. Taglines are meant to be evergreen. If you feel the brand’s mission has shifted dramatically, consider a subtle refresh rather than a full overhaul Not complicated — just consistent..
Q: Does the word “Further” have any legal trademark issues?
A: Further is a common English word, so it’s generally not trademarkable on its own. The magazine protects its specific logo and stylized treatment.
Q: What’s the best way to introduce a new tagline to existing readers?
A: Lead with a short editorial note explaining the why, then let the content live up to the promise. Readers quickly pick up on authenticity Small thing, real impact..
And there you have it—Further isn’t just a word on a cover; it’s a compact manifesto that guides an entire editorial universe. In real terms, the next time you see a sleek, single‑word tagline, ask yourself: does it point somewhere? If it does, you’ve found a brand that’s doing the hard work of turning a phrase into a movement Small thing, real impact. Less friction, more output..
Enjoy the read, keep digging deeper, and—as the magazine itself would say—go further Not complicated — just consistent. No workaround needed..
