Promo Reveals ‘Underwear of the Book’

Hats off to Mohawk for kicking off its “What Will You Make Today” campaign with class – with a promotion that takes us into the design process of the legendary Massimo Vignelli.

Co-developed by Vignelli – widely known for his many book designs – the limited edition “What Will You Make Today” journal features a grid system similar to the one Vignelli uses in his own design. (The journal was also developed by Pentagram’s Michael Bierut, printed by Universal Wilde, and finished by The Riverside Group.)

The 7”-x-7” journal is one of the finest promotions we’ve seen in some time, featuring:

A spine that’s white-foil stamped with the “What Will You Make Today” title and Mohawk logo

Front and back covers (Strathmore Premium Wove Midnight Black 130dtc/352 gsm), with debossed panels comprising a geometric grid

100 pages (Mohawk Superfine Eggshell Ultrawhite 80t/118gsm), each boasting 24 rectangular blocks forming a perfect grid

For more on Vignelli’s approach to design, check out this brief video, where the fellow concludes, among other things, that, “The grid is an integral part of book design. It’s not something that you see. It’s just like underwear: You wear it, but it’s not to be exposed. The grid is the underwear of the book.”