Usually, graphic designers are know as formulators — with emphasis on form — making what others have to say look good. But industry darling Stefan Sagmeister (best known for creating iconic album covers for the likes of Lou Reed and David Byrne) has produced an unbound book illustrating his own aphoristic maxims, and the globetrotting shenanigans he employed to stage them: the result is worth not just reading, but beholding. First, TIHLIMLSF is a fun thing to play with — a die-cut cardboard box (outlining the author’s face) with contents that can be shuffled to create radically different “covers.” Muppet blue! Mad monkey mask! Pimples! Silly, but irrationally satisfying.Sagmeister not only has a mighty morphing mind, he also literally puts a lot of himself into his work. This monograph of projects represents a series of performance-art-stunt extremes: he dangled his legs outside an Empire State Building office window holding a sign and traveled to a shuttered amusement park in Singapore to erect bamboo scaffolding spelling out words on a man-sized scale. That he convinced his corporate clients to underwrite these wacky, costly endeavors is itself impressive. In the final analysis, the greatest value this exuberant catalogue offers is as a creative challenge; he makes it clear that if a merry prankster like him can have this much (lucrative) fun, so can you.
About the Writer
Victoria C. Rowan has written for The New York Times, The Financial Times, The Moscow Times, National Public Radio and many others. A longtime producer of literary events in New York City, she was the Artistic Programmer for the 92nd St. Y/Unterberg Poetry Center's 2006-7 literature series featuring the world's greatest living writers. Since leaving Mediabistro.com, where she developed its nationwide school for media professionals, she has founded her own enterprise, Ideasmyth.com