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San Francisco Museum of Modern Art

Quantity Produced


Production Cost


Production Time

1 Week

Dimensions (Width × Height × Depth)

18 in. × 24 in.

Page Count

Paper Stock

80 lb. Endeavor Velvet (50% total recycled content, 25% post-consumer waste)

Number of Colors

CMYK + 1 PMS gray (Soy-based)




Helvetica 75


Sometimes the most simple-looking projects are easy to ignore. Like, admittedly, this poster for the San Francisco Museum of Modern Art promoting the exhibition Today Is Not a Dress Rehearsal by New York-based artist Mika Tajima. While the fragmented design serves to convey a possible tactile experience of fragmented material, the printing does a flawless job in letting the design shatter away. Offset printed, this poster has less fireworks than some of the other projects we have showcased previously, but for anyone that has ever tried to print orange as a CMYK build you will undoubtedly appreciate the vibrancy of the orange in this poster.

Today Is Not a Dress Rehearsal Poster --- Today Is Not a Dress Rehearsal Poster --- Today Is Not a Dress Rehearsal Poster --- Today Is Not a Dress Rehearsal Poster


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This post was published in the original layout of FPO so all images are smaller. Project descriptions as well as production lessons are quoted in the main content area.

Post Author


Author Picture

Armin Vit

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

July 17, 2009


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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

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.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

The End