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MXR | 40 Poster


Production Method




Dunlop Art Department

President: Jimmy Dunlop
Creative Director: Joey Tosi
Art Director: Graham Shaw
Senior Designer: Justin Butler
Senior Photographer: Mick Waller
Production Artist: Josh Bettenhausen




Forced to use CMYK instead of PMS because of budget constraints, the designers at Dunlop were a bit apprehensive about how the colors would print on this 40th anniversary poster commemorating the MXR brand. With a utilitarian approach inspired by the New York Subway map, art director Graham Shaw and his team were able to achieve vibrance similar to the brightly colored “stompboxes” themselves.




Quantity Produced


Production Cost

Production Time

Dimensions (Width × Height × Depth)

24 × 36 in.

Page Count

Paper Stock

Titan / Silk Cover / 100#

Number of Colors



Satin Coating



Helvetica 75 Bold
Eurostile Extended


MXR | 40 Poster
MXR | 40 Poster
MXR | 40 Poster ---

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Project Description

To commemorate the the 40th anniversary of the MXR brand, we launched the MXR | 40 campaign.

Because the essence of the MXR brand is simplicity and utility, we felt the visual vernacular of the piece should embody those same traits. The approach of the Swiss and The International Typographic Style seemed best suited for the piece, but our biggest inspiration came from Massimo Vignellii's famous New York subway guide.

This poster was accompanied by a series of print ads appearing in magazines like Guitar World and Guitar Player, and was also distributed to retailers across the globe.

Production Lesson(s)

Trust in CMYK.

The products featured in this poster all have specific paint codes and PMS values, but due to the budget constraints of the project we were only able to use process conversions. Initially we were worried about what the results would be, but it came out great!”

Post Author

Author Picture

Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

July 9, 2015


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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…

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