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Lead Image

Following the same format as the inaugural Brand New Awards book, the 2011 edition is as thick and juicy as the 2010 one, except this one comes dressed in a red-ish magenta cover that also happens to be laser-cut. A few details about the pros and cons of printing in China right after the specs and before the images.

Plus, obviously: You can buy the book here




Quantity Produced


Production Cost

$5,362 (Printing)
$1,127 (Shipping + Customs)

Production Time

On press: 15 Days.
In transit: 65 Days

Dimensions (Width × Height × Depth)

6.25 in. × 9 in. × 1 in.

Page Count

242 + Cover

Paper Stock

Cover: White Art Paper / Uncoated / 120 lb Cover
Text: White Art Paper / Uncoated / 100 lb Text

Number of Colors

Cover: 2 PMS
Text: CMYK





Dala Floda by Commercial Type
Paperback by House Industries
Trade Gothic Next Soft Rounded by Linotype

This piece is available for purchase for $34.99 + Shipping

After doing four large print runs in the US of A we thought we would try printing in China. We reached this decision after seeing a quote that was a third of the price of what it would cost to print here. Laser-cut cover and all. Of course, what you save in printing price you spend in stress: (a) you are not on press, so you can’t make any adjustments; (b) it takes up to two months to get the finished product across the sea and the U.S. (from California to Texas); and, well, it’s printing in China, which is on the other side of the world. We had a great customer rep at ZRH Print and he kept us informed throughout the process, sending us photos from the production floor, and he was on top of the shipping process, tracking it until it got to us.

The book turned out really great. It’s not perfect, there are plenty of dust bits that I would have removed on press and some overall oomph in ink density lacking (I love me some dense ink) — but it’s nothing that can’t be fixed with more communication. The highlight of the book is obviously the laser-cut cover with the logo of the 2011 Brand New Awards which is typeset in the glorious Dala Floda by Commercial Type which was begging to be laser-cut. So we did.

The 2011 Brand New Awards Book
The 2011 Brand New Awards Book
The 2011 Brand New Awards Book
The 2011 Brand New Awards Book
The 2011 Brand New Awards Book
The 2011 Brand New Awards Book
The 2011 Brand New Awards Book
The 2011 Brand New Awards Book
The 2011 Brand New Awards Book
The 2011 Brand New Awards Book
The 2011 Brand New Awards Book

Recent Posts



Project Description

The Brand New Awards is a judged competition organized by UnderConsideration, celebrating the best identity work produced around the world during 2011. The BNAs reward the most successful collaborations between a client and their designer, design firm, brand consultancy, or internal creative team. A panel of five judges convened in Austin, TX on March 23, 2012 to collectively select the winning entries to be included in this printed book, published and distributed by UnderConsideration.

Production Lesson(s)

Establish every single expectation beforehand. I wish I had specified something as obvious as 'inspect every sheet for dust specks and remove', which I just assumed it was something they would take care of. As long as things were written down in an e-mail, our printer did everything we asked for, so now I know to be more detailed.”

Post Author

Author Picture

Armin Vit

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

October 23, 2012


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FPO (For Print Only), is a division of UnderConsideration, celebrating the reality that print is not dead by showcasing the most compelling printed projects.

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About UnderConsideration

UnderConsideration is a graphic design enterprise that runs a network of blogs, publishes books, organizes live events and judged competitions, and designs for clients.


Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

Speak Up (2002 – 2009) / Discussing, and looking for, what is relevant in, and the relevance of, graphic design. Archives Only.

Word It (2003 – 2010) / Encouraging creative diversity in the community through monthly, one-word challenges. Archives Only.

Brand New Classroom (2010 – 2011) / Providing a space for critique and opinions on student identity workArchives Only.

graphic design

Department of Design / Designing corporate and brand identities and full development of printed and digital matter for clients.


The 2010 FPO Awards / 2011, self-published.

The 2010 Brand New Awards / 2011, self-published.

Flaunt: Designing effective, compelling and memorable portfolios of creative work / 2010, self-published.

Events & Judged Competitions

Brand New Conference / A one-day event on the development of corporate and brand identity projects by some of today’s most active and influential practitioners from around the world.

Brand New Awards / Celebrating the best identity work produced around the world.

FPO Awards / Celebrating the best print work from around the world.


Graphic Design, Referenced: A Visual Guide to the Language, Applications, and History of Graphic Design / 2009, Rockport.

Women of Design: Influence and Inspiration from the Original Trailblazers to the New Groundbreakers / 2008, HOW Books.

The Word It Book: Speak Up Presents a Gallery of Interpreted Words / 2007, HOW Books.

The End