Artforum

Artforum is an international monthly magazine specializing in contemporary art. The magazine is distinguished from other magazines by its unique 101⁄2 × 101⁄2 inch square format, with each cover often devoted to the work of an artist. Notably, the Artforum logo is a bold and condensed iteration of the Akzidenz-Grotesk font, a feat for an American publication to have considering how challenging it was to obtain fonts favored by the Swiss school via local European foundries in the 1960s. John P. Irwin, Jr named the magazine after the ancient Roman word forum hoping to capture the similarity of the Roman marketplace to the art world's lively engagement with public debate and commercial exchange. The magazine features in-depth articles and reviews of contemporary art, as well as book reviews, columns on cinema and popular culture, personal essays, commissioned artworks and essays, and numerous full-page advertisements from prominent galleries around the world. Artforum was founded in San Francisco in 1962 by John P. Irwin, Jr. Irwin was a salesman for Pisani Printing Company and would make frequent stops to the galleries around Brannan Street and the Financial District for deliveries. Gallerists and artists, like Philip Leider, suggested to Irwin that he should start a local arts publication that catered to the West Coast arts scene since they were tired of reading about the same New York-based artists in Art in America, Arts Magazine, or Art News. Through the backing of Pisani Printing Company, Irwin successfully launched the magazine in a small office off of Howard Street. The first issue featured a cover with a work by the kinetic sculpture by Swiss painter Jean Tinguely suggesting the inchoate and indistinct identity of the fledgling publication. “That center section will contain a lot of divergent and contradictory opinion[s],” reads an editorial note in the first issue. The next publisher/owner Charles Cowles moved the magazine to Los Angeles in 1965 before finally settling it in New York City in 1967, where it maintains offices today.