AbstractPresentation of the problem: The goal with this graduation project is to produce a new visual concept for the student newspaper Campus, this will be expressed in the form of page templates. The page templates will have a visual concept that appears through graphical elements. The client's wishes were that the student newspaper should be audience appropriate, attractive, inviting, reliable, modern and functional to work with.Theory: In order to implement the wishes and in a good way produce a consistent visual concept, we took a starting point in theory of graphic design. This theory has taken many of its principles from aesthetic theory, and therefore have we also used aesthetics to provide a deeper theoretical aspect. The principles we used in graphic design is; how to create a unity in the layout by using basic elements such as text, images, and white space. We have also looked at alignment-, form-, color-, contrast-, typography- and placement principles. The principles we have applied from aesthetics are color repetition, color contrasts, balance, visual harmony and depth.Method: The empirical studies consisted of a qualitative content analysis of student newspapers, followed by a focus-group study with respondents from the Campus newspaper target group. The purpose of the two studies was to, via a content analysis, get a general picture of the design language that is used on the market today. This, combined with theory, helped us to create a visual expression that stands outside the general form. It was done in four different dummies, these dummies were discussed by the focus-group.Results: Our first empirical study showed how student newspapers are designed today. With support of theory, the functioning principles was sorted out and used in the four dummies. During the focus-group analysis, opinions about the dummies were presented. We could therefore see what the respondents wanted in the page templates. Together with the client's wishes and analysis from the empirical studies, a new concept developed. It will be perceived as clean and structured together with attitude.