Writing Style, Layout and Logo
Articles in 'East Touch' are written in colloquial Chinese and are often peppered with slangy Cantonese phrases and English words. The layout of 'East Touch' is very colourful with photos, pictures and graphics taking up equal, if not more, page space than words. The magazine's layout changes frequently in order to maintain freshness and to avoid any ‘detachment’ between authors and readers. However, such oral–oriented written discourse has been accused of polluting Modern Standard Chinese, and has been blamed by teachers and educators for the deteriorating language proficiency of Hong Kong's youngsters.
'East Touch' also makes frequent changes to the appearance and organisation of its contents, though the contents themselves remain largely the same. When it was first published, the magazine was unitary and was divided into four sections, namely 'First touch', 'Entertainment touch', 'Fashion & City touch' and 'Keep in touch'.
'East Touch' launched the present logo with Issue 437, which came out on 14 October 2003. This new logo, incorporating the Chinese character "East" (東)with the English words "East Touch", was chosen to reflect the magazine's very first logo. Before the present logo was launched, "East Touch" had changed the design of its logo six times.
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