Matthew Johnston
Designer
In their own words
Lonely Planet has a rich and recognisable design legacy, from the original tightly-kerned wordmark to old guidebooks with bold sans-serif typography, minimal covers and famous blue spines.
The interesting part is finding ways to express that with personality.
Issue one was something of an experiment pulled together on borrowed time by a small team. It’s exciting to now build on that momentum with a clearer sense of what the format can be.
Credibility is no longer a given – it has to be demonstrated, and every brand in the travel space is feeling the shift.
Articles & interviews3
- Lonely Planet Returns to Guerrilla Print With New Travel Zine Artifact
Lonely Planet has launched a new print zine titled Artifact, marking a return to its DIY publishing roots. Designed by a small internal team led by Matthew Johnston and Nitya Chambers, the pocket-sized publication blends photography, illustration, and essays exploring why we travel. The project celebrates tactile, heritage-inspired design while reasserting Lonely Planet’s creative identity in the print space.
- The algorithm erodes the travel recommendation: what comes after?
Written by Ayla Angelos for It’s Nice That Insights, this opinion feature explores how algorithm-driven travel recommendations on platforms like TikTok have led to overtourism and cultural homogenization. It contrasts this with alternative approaches from Trippin and Lonely Planet, which emphasize authenticity, local voices, and slower, more meaningful travel experiences.
- Can a Tiny Tourist mindset rethink big travel? A new report from Insights