MUSEUM OF CONTEMPORARY ART, CHICAGO
Art Direction: Fold Four
Design: Scott Reinhard
Fold Four was chosen to work alongside the in-house design staff at the MCA as art director of this exhibition catalogue. The design was largely inspired by the following quote from Calder: An Autobiography with Pictures: "Spectacular as it is, there are no shortcuts, no tricks, no recipes, no mystification, in Calder's art. It is the ultimate evolution of an individual sincerity. The only formula — probably the most sophisticated of all — is innocent simplicity."
In striving for a design that embodied such restraint, we introduced as few page elements as possible, forgoing headers and footers, and relying on a single folio per page spread. The essay text was set purposefully oversized, in pure storybook fashion. The exposed binding, visible beneath a partial dust jacket, along with the use of uncoated paper throughout, evokes the crafted nature of works featured in the exhibition.
