This book is a publication of the author`s graphic 20 design projects, which were based on a list of aphoristic thoughts.
The maxims used for this projects were philosophical reflections about life and design. They were compiled in Sagmeister`s diary during his "experimental year" in 2000 when he took a year off from working on commercial projects. When he reopened his office, given an incredible amount of freedom by some of his clients, he managed to transform these aphorisms into typographic works .
The Sagmeister`s pieces of work produced from the maxims vary in forms and the artistic mediums. Sagmeister is a prolific designer who uses unconventional materials. The words created for his installations are made of textiles, pieces of furniture, plants (eg. cactus), sausages or drawn on flowers.
His works were exhibited all over the world often in places which normally are dedicated to advertisement.
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