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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.

FPO uses Fonts.com to render Siseriff and Avenir Next.

FPO is run with Six Apart’s MovableType

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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