Project brief: The book is a collection of President Sample’s speeches during his tenure at the University of Southern California (USC). The goal was to create a limited-edition volume commemorating his achievements and present it to him and the board of trustees at his retirement. The audience is the board, high-level donors, USC alumni and the academic community. The challenge of the book was to create an artifact that had gravity and a scholarly approach but allowed for subtle typographic changes reflecting the richness and diversity of the content. The turnaround time was four months. The successful metrics are the following: President Sample was deeply moved upon its receipt; the board of trustees requested additional copies; within two months, the book was a highly collectible object; and it cemented President Sample’s legacy.

Approach: The concept was to create a classical academic book with a nod to the diversity of content. The goal was to create a book that on first glance seems to be a classical typographic object but upon closer inspection is filled with subtle shifts. The proportion of the book is a golden rectangle, reflecting the USC classical tradition (they are the home of the Trojans). The grid is based on an inverted golden section. Typographic styles change from chapter to chapter depending on content. The book was designed by Sean Adams. Monica Schlaug and Chris Taillon were critical team members who assisted in the design and refined the typography. The book is hardbound with Mohawk Superfine paper, a gold emboss on the cover and USC crimson cloth. The headbands and footbands also follow the USC colors of crimson and gold.

Effectiveness: The client considered it a success as it was produced within a limited time frame, exceeded expectations, and was highly prized by President Sample, his wife and the USC board of trustees. We consider it a success because it is a refined and beautiful artifact that makes President Sample’s voice and wisdom concrete. It also made the client look good and is a book we would buy.

Beautifully typeset. Nicely considered use of a second color.