We wanted to take a visual departure from the monochromatic and type-driven style that shaped the earlier issues of McSweeney’s. We therefore chose a more iconic image and a brighter palette and utilized the spine as part of the working space. We also wanted to experiment with various printing processes, such as embossing on a hardcover and printing with foil on a cloth spine. Our printer, Oddi Printing in Reykjavik, Iceland, was very helpful in guiding us through that.