By now you've noticed that this issue of TAP inaugurates our significantly different new design, with new fonts, new paper, new colors, new images. We now are part of a coordinated visual look initiated by APsaA's new logo—designed, as was TAP's new format, by talented New Jersey graphic designer Andrea Schettino.
Having a unified and memorable look gives an organization an identity according to marketing specialists, and thus is part of a comprehensive plan to get our work known in the broader community.
With this new design for TAR we hope to contribute subliminally to an impression of openness, contemporary thought and perhaps a bit more of a relaxed attitude that we hope might now pervade our organization.
Making decisions about the specific elements of TAP's new design created a conflict. If the print was too small, it would be hard to read. If it was too big, we would have to significantly reduce the amount of copy we could print. We've tried our best to reach an adequate compromise: You won't be able to go without your reading glasses, at least if you're over forty-five, but you shouldn't have to reach for an extra level of magnification. We have a great deal to say to each other, so making room for a lot of words was a priority.
Arnie Richards worked out TAP's previous design in the late 1980s. It was much admired and served us well for many years. But graphic styles change over time, just as hairstyles do. We thank Arnie for the grand old design, and we hope you'll enjoy the new one.
By now all members must be aware that the marketing survey conducted last year found that we analysts are too often perceived as arrogant, elitist non-inclusive, and disrespectful of other types of theory and practice.
TAP's response to this painful illumination is to institute a new level of self-editing. For each issue, one member of TAP's editorial board will read the articles prior to publication solely for the purpose of rooting out words and phrases that might be perceived as arrogant, elitist, etc., whether they were intended to be or not. Not too long ago, we routinely referred to ourselves as “The American.” Switching to APsaA, or the Association, is a little laborious. But even that labor is valuable, as it raises our awareness of the potential harm careless use of language can cause to our colleagues and friends.