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Quantity Produced


Production Cost


Production Time

2 months

Dimensions (Width × Height × Depth)

5 in × 7 in

Page Count

Paper Stock

Cover: Cougar 80lb natural text
Body: Mohawk 50lb bright white text

Number of Colors

Foil: 1
Offset: 1




Mercury by Hoefler & Frere-Jones

This piece is available for purchase for $20

A project is just a series of paths. You can cruise the interstate, stop at McDonald’s like 50 times, miss everything along the way, and feel completely horrible by the end of the journey. Or you can venture on some back roads, visit tucked away corners of the towns you traverse, eat amazing home-cooked food, and feel more satisfied than you’ve ever felt because you took a chance and it worked out.

Gabe and I love jazz music. So we started making a book about jazz album typography and hated it. It was boring and brought nothing new to the table. So we just cut it up into a million pieces and made something much better. It became a game of reduction and improvisation.

We also just launched a new publishing company, 5×7, to house all of our print projects.

Levels an Degrees of Light Book --- Levels an Degrees of Light Book --- Levels an Degrees of Light Book --- Levels an Degrees of Light Book --- Levels an Degrees of Light Book --- Levels an Degrees of Light Book --- Levels an Degrees of Light Book --- Levels an Degrees of Light Book ---


Recent Posts



Levels and Degrees of Light Book


Production Method



Alex Fuller
Gabe Usadel



Werner Engraving

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

Lauren Dickens

Author Picture

Lauren Dickens

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

March 28, 2011


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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