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Quantity Produced


Production Cost

Printing: $7,577

Production Time

2 Weeks

Dimensions (Width × Height × Depth)

6.25 in × 9 in × 1 in

Page Count

252 + Cover

Paper Stock

Cover: Finch Fine, Bright White, 130 lb Double Cover
Body: Finch Opaque, Smooth, Bright White, 100 lb Text

Number of Colors

Cover: 2/1 Spot
Body: CMYK



PUR Perfect Binding


Aptifer by Linotype
Benton Sans by Font Bureau
Gotham by Hoefler & Frere-Jones
Paperback by House Industries

This piece is available for purchase for $34.99 + Shipping

Printing your own stuff is always nerve-wracking, especially when you are spending over $10,000 of your own money on a thing that is 252 pages long with more than 500 image files. Too many opportunities for things to go wrong. But, also: it’s awesome. Mostly because we were able to print on uncoated paper. Most publishers like to print on flimsy coated paper because it’s cheap and easier to manage on press but an uncoated book feels sooooo nice.

The printing of The 2010 Brand New Awards went relatively smoothly. The body, which was the hardest part was actually the easiest. Printed on Finch Opaque, the ink held very nicely and evenly. I spent around 10 hours at Capital printing in a single seating to approve all 8 forms. The thing I was worried the most was on some of the pages where we had big floods of orange with 85% K type, at 4pt (4pt!!!) and some italics at 6pt (italics!!! 6pt!!!), that I originally imagined would just print on top of the orange but the pre-press department suggested we trap instead. I was very worried of getting that vibrating effect when things don’t register or trap perfectly. In most forms I had to ask for tighter registration and the press folks at Capital frickin’ nailed it.

I had originally envisioned a slightly brighter orange on the body, but one thing led to another and we ended with a very satisfying brick-like orange. Which was perfectly fine. The problem was that I had originally spec’d PMS 021 for the spot color on the cover. And that thing is bright. But in a momentary lack of PMS awareness I completely failed to change the PMS for the cover to match the inside. So the day after the 10-hour marathon I went in for what I thought would be an easy press check for the cover, only to find PMS 021 in all its bright glory, completely different from the body.

We pulled the job off the press and selected a new PMS. The gray was also different. I had spec’d a colder gray and the body had turned out warmer. It only cost $90 to pull the job, and it was only for the wash of the press. We also had to order an additional 100 sheets of the cover paper since we had used up quite a bit in the makeready. That cost an additional $130 and a delay of two days. Back for a press check, and it was perfect.

We are now the proud owners of 50 boxes, sitting in our living room.

Brand New Awards Book --- Brand New Awards Book --- Brand New Awards Book --- Brand New Awards Book --- Brand New Awards Book --- Brand New Awards Book --- Brand New Awards Book --- Brand New Awards Book --- Brand New Awards Book --- Brand New Awards Book --- Brand New Awards Book --- Brand New Awards Book

Some bonus material.

Scoring, folding and trimming of The 2010 Brand New Awards book:

Here is the botched cover with the bright PMS in contrast to the body. It’s an iPhone photo so not very clear.

Brand New Awards Book

And just a couple more shots from the press check.

Brand New Awards Book

Brand New Awards Book


Recent Posts



Brand New Awards Book


Production Method






Capital Printing

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

August 4, 2011


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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