What Fun: Mag that tells us who we are

Ijusi is easily the most influential South African magazine you've never heard of.

A cult favourite collected and exhibited all over the world, it is described by its founder. Durban-based designer Garth Walker, as "the only printed publication that is devoted solely to South African graphic design - and on occasion photography, illustration and writing".

The magazine is currently the subject of a retrospective at Michaelis Galleries in Cape Town.

Walker said he created the first issue, with text by Siobhan Gunning, in 1995 as a means of asking: "What makes me (South) African, and what does that look like?"

He said: "It's really a magazine about a 'sense of place' visually. All contributors explore their own personal ideas on whatever subject we cover - from a South African perspective."

From religion to porn, iJusi's themes are wide-ranging.

Several issues have focused on typography, and the most recent commemorates Nelson Mandela.

"It's been easy to get big and small names to contribute," said Walker.

Photographer David Goldblatt, artist William Kentridge and writers Sean O'Toole and Lauren Beukes have published in the magazine. While well-known designers often contribute, Walker said currently about half of the magazine showcases work by design students, many of whom are being featured for the first time.

This diverse mix conveys a deep curiosity, and an irreverence and willingness to engage with the cultural complexities and contradictions that make Mzansi such a fascinating, vibrant and sometimes bewildering place.

"As local culture evolves post-1994, so too does the visual language and content interpretation submitted by contributors. To date the run of 29 issues reflects changes to our visual identity over the last 20 years," Walker said.

When I asked him how he defines a South African visual identity, he replied: "We don't have an identity. One could argue that this is due to our history - and that we haven't had enough time to forge a new one - and, I fear, little interest. So I default to my brothers and sisters on the streets and townships: if you like it, do it. And say 'no' to Helvetica."

iJusi is available to those willing to fetch a free copy from Walker's studio, or are prepared to arrange for a courier to collect one. To cover rising print costs, three portfolios of limited-edition prints by a stellar range of photographers and artists have been created in collaboration with the Rooke Gallery, also on display at Michaelis.

• 'iJusiDesign based in African Experience' runs at Michaelis Galleries until July 23. www.ijusi.com