Stefan Sagmaister is without doubt, one of the best known graphic designers, a superstar, to be fair. His latest work showcase comes in the form of a bi-lingual (German & English) black book, ironically entitled ‘Another Book about Promotion & Sales Material’ and presenting projects developed over the last seven years. It follows an exhibition of work by Sagmeister Inc presented at the Mudac museum in Lausanne in March 2011.
The book explores the idea of selling, through four chapters: Selling Culture, Selling Corporations, Selling My Friends and Selling Myself. In the introductory interview, Stefan talks about different concepts related to selling, how they change depending on circumstances, years, about clients, organizing his work and about his roots as a designer. Mentioning one of his older works — the famous poster where he had the text carved onto his skin — he talks about the impact of the human body in graphic design, magazines especially (a point that Kit Hinrichs also made in one of his interviews, that the human face sells the most). He also mentions the pleasure of entrusting the creative helm on designing the book to his collaborator, Martin Woodtli and the reasons behind this decision — a tough one for quite a lot of designers (trusting another to design things for us, that is).
Each chapter contains one two-pages essay, written by Martin Heller (‘A Matter of Posture’), Joseph V. Tripodi (‘Winning by Design’), Marian Bantjes (‘My Friend’) and Mieke Gerritzen (‘Stefan Is a Pop Star’) respectively. None of them leaves you with anything new, but while Ms Bantjes is honest and fun, Mr Tripodi is plain annoying, wasting one and a half page for praising his company, Coca Cola, mentioning Stefan just as an afterthought, at the end. It almost feels like an advert inside a magazine — considering the topic of the book, who knows, maybe it really is.
More interesting are Stefan’s half-page stories of various life experiences, spread throughout the book. And, of course, the work itself, accompanied by extensive captions, bundled together before or after the full-page images.
As mentioned before, the book is designed by Martin Woodtli, making it quite different from Sagmeister’s previous books. The interior feels quite elegant and classic, thanks to the beautiful usage of the New Fournier BP typeface, designed by François Rappo. The cover fits the classic interior, making use of black plus gold foiling and embossing, but with a humorous tone, the illustration being a visual pun on Da Vinci’s vitruvian man.
The last essay, ‘Stefan Is a Pop Star’, while feeling quite superficial when talking about fame, does manage to provide a nice conclusion to the book:
‘Stefan Sagmeister now represents that special graphic designer who looks at the world of the 21st century and sees how large the cultural field has become. Forget the frameworks and rules [...] developed in the previous century. The designer may once again become a visionary, performer, architect, and artist.’
My favourite part, however, is the short story called ‘Northern Italy’, in which Stefan recalls a talk he had with his mother:
“Nothing is more difficult to endure than a sequence of beautiful days.”
Title: Sagmeister: Another Book about Promotion & Sales Material
Edited by: Stefan Sagmeister, Chantal Prod’Hom, Martin Woodtli
No. of pages: 176
Publisher: Abrams (01 September 2011)
Language: German & English
— more about the exhibition: Another Exhibit about Promotion and Sales Material;
— the book reviewed on the Creative Review.