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Self Initiated

Quantity Produced

250 (Hand-numbered Edition)

Production Cost


Production Time

2 Weeks

Dimensions (Width × Height × Depth)

5 in × 7 in × 0.125 in

Page Count


Paper Stock

Neenah Classic Crest 100 lb natural cover
Neenah Classic Crest 80 lb natural text

Number of Colors

2 Spot (Black + PMS 485)



Perfect binding


Akzidenz Grotesk


From the same dynamically abstract duo that brought you The Incredible Journey that is Consciousness Booklet comes a follow-up publication that pays homage to an important art and cultural movement, De Stijl. In The Sameness Alex and Gabe take the “design theories and practices of Piet Mondrian, El Lissitzky, Theo Van Doesburg and Mark Rothko” to create 32 pages of lovely abstractions that “celebrate variety and interpretation through common elements of line and color.”

Whether I am a sucker for black and red printing, small booklets, blocky abstractions, or De Stijl, I am falling on all angles for this publication.

More pictures of The Sameness and ordering information here.

The Sameness Book --- The Sameness Book --- The Sameness Book --- The Sameness Book --- The Sameness Book --- The Sameness Book --- The Sameness Book --- The Sameness Book


Recent Posts



The Sameness Book


Production Method



Alex Fuller
Gabe Usadel



Werner, Chicago

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

May 20, 2010


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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 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