The 5 Ws of Illustrated-Book Design (Part 1 of 2)
Posted by Peter Blaiwas on Tue, Oct 27, 2009
When Vern Associates (VAI) began work as an illustrated-book producer 15 years ago, my partner, an exceptionally skillful and sensitive editor, expressed frustration at working with certain graphic designers who considered “content” just another tool in their design workboxes—“nothing more than gray space,” as one had called it. Many designers seem to have little interest or understanding of the text or subject matter with which they were assigned to work.
As VAI’s creative director, I considered this to be a challenge, and it has set a standard for the publications we produce for our clients. VAI books entice readers to spend time with them. In order to do this, I need to be very familiar with the content—I need to read it. While my understanding of the story may not be as detailed as my partner’s, I make certain I grasp not just the nature of our client’s work, but also what about it excites them.
I have started examining some favorite VAI projects using the journalist’s basic storytelling structure—who, what, when, where, and why—to consider how VAI integrates graphic design in the service of animating their stories. This blog looks at the who and what; part 2 will consider the remaining three Ws.
Who— Living in the Future: International House, 75 Years
When we were called upon to create a commemorative history for the storied international residence that grew up alongside Columbia University in New York City, it became apparent that the foundation of this book would be its people and the vast array of stories they brought from around the world. Complementing these stories was a rainbow of faces that exemplified the principles of International House as eloquently as it’s credo:
I am International House.
I open my doors to the students of the world
that they may live together and grow in understanding.
I am builded as a canopy for an adventure
that had its beginning in a friendly greeting to a lonely student
which has widened into a world of brotherhood.
Therefore, I am not a beginning but a fulfillment.
Faces abound throughout this book. The history of this remarkable place includes some of the twentieth century’s most illustrious figures, and the fascinating formal and candid event photographs that punctuate the text were always displayed alongside portraits and profiles of individuals—some famous, others less so—who have woven the fabric of this international tapestry.
What– Safer, More Secure Lives: A History of Liberty Mutual Group
This particular what represents the broad spectrum of stories, beliefs, goals, and achievements that make an organization stand out from its competitors in the mind of its public. In short, it is the company’s brand.
A corporate brings to life the development of a company’s brand, that is, how it adapted to changes in society and the demands of those it serves in order to grow and flourish.
As we do with all of our clients, we worked closely with Liberty Mutual’s communications and marketing departments, adhering to graphic standards for the brand. For example, in this case we featured the development of Liberty Mutual’s logo, from before the introduction of Lady Liberty through all of her corporate makeovers.
As de facto publisher for our clients, we take pride in creating books that reflect and respect the uniqueness of their brand. But they must also stand apart as fully realized editorial works, not merely advertising or marketing material.