The making of the Art. Lebedev Studio Publishing House tenth anniversary poster

Something monumental.

Art director: The sequence of verbs must be reversed. Also, it doesn’t look complete.

A cake, maybe?

Art director: No.

An overprint?

Art director: It looks like a defect, not overprint.

???

Art director: You’ve got to try something entirely different.

We were reading so much our eyes got tired.

Art director: Well, meh. Too “ethnographic.”

A face-grabbing book, a book attack, evolution with books.

Art director: The book attack is OK.

Drawing it out. Deciding to use the favorite Monty Python t-shirt with rabbits attacking knights for inspiration.

Sending it to be drawn. Along the way the idea gets transformed and we get a thug who abandoned his knuckle-duster and now enjoys reading heaps of books.

Choosing the color.

Art director: Nope, style like this won’t work.

Designer: Maybe a photo?

Art director: Sure, but make sure not the background is not pink.

Cutting out individual letters, taking pictures of heaps of books and a more intellectual thug. Done!