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!