The merchant’s ‘Book of 12’ campaign has resulted in the creation of a set of 12 special notebooks, each showcasing the work of a design professional and with an interview about their approach to paper choices and selection.
The designers featured include veteran American graphic designer Milton Glaser, famed for his iconic “I heart NY” logo, who stated: “When it comes to paper, people associate authenticity with tactility.”
Antalis marketing director Ian Webb highlighted the “inherent added value of paper” including sensory qualities that delivered extra impact.
But he also said it was important not to put paper in opposition with digital media, describing each as having a “complementary role to play in ensuring that communication is as effective as possible”.
The project captured a range of different views from creatives around the world.
The UK’s Daniel Eatock, a graphic designer turned artist, described a sheet of paper as having “infinite potential”.
Reza Abedini from Iran highlighted how the type of paper to be used was so fundamental, it came to mind at the same time as the initial idea and said it was “a main part of each project”.
The other Book of 12 participants were Park Kum-jun from South Korea, Hans Wolbers from the Netherlands, Poland’s Michael Batory, Catherine Zask from France, Brazilian graphic designer Elaine Ramos, Germany’s Eike König, Leonardo Sonnoli from Italy, Swiss typographer Flavia Cocchi, and Finnish artist Kaija Korpijaakko, who stated: “Paper is here to stay – it will just be perceived differently”.
The 12 cover designs are shown below.
The project was curated by writer and graphic design specialist Véronique Vienne.
Production of the Book of 12 involved 14 tonnes of Arjowiggins paper comprising 17 different papers. The 205x110mm format notebooks feature a notch on each side that carries through to the design of the slipcase.
Printing was carried out by IPP Imprimeur in France and AB Druka in Latvia, with 120,000 notebooks produced in order to create 10,000 sets. AB Druka also handled the paper shaping.
The Book of 12 will be distributed in 43 countries.
Antalis has set up a special website detailing the project, including a transcript of the interviews, at www.bo12.com.
