PROJECT DESCRIPTION

For more than fifteen years, the Minneapolis College of Art and Design (MCAD) has been pairing a talented alumni designer with a student team to drive both the visuals and content of the college’s viewbook. MCAD uses the viewbook to attract prospective students to apply and is often the students’ first real introduction to the college, its location, and what it offers. This most recent addition of MCAD’s viewbook, designed by esteemed alum Michael Aberman, is an introspective overview of the college, the people, and the local culture.

MCAD is home to more than 750 students and offers bachelor’s degrees, master’s degrees, and continuing education classes for all ages. The campus is located just south of downtown Minneapolis and is composed of eight buildings and three acres of lawn and gardens. College facilities contain the latest in technology with multiple studios and labs open 24/7. Founded in 1886, MCAD is accredited by regional and national associations and consistently maintains one of the highest four-year graduation rates of all Midwestern visual arts colleges.

The title of this viewbook—“What is a self-portrait?”—draws from a 30-year student tradition of self-portrait competitions held annually at the college. The competition encourages and inspires self-exploration, inspiration, and discovery—similar to the academic journey students encounter at MCAD. Through this provocative design, Aberman expresses that there is no correct or incorrect answer to “What is a self-portrait?” There is more than one way to enter this question and the many and varied responses are reflected in the diverse contents of the viewbook.

The specs of this ambitious viewbook include 516 pages, 1000+ illustrations, 12 papers, and 10 typefaces all in a modest 5.5 in. x 7.5 in. package. Here is a brief summary in Aberman’s own words:

“The object you are holding is far different than the original vision of it. I like to think of it as the documentation of a process—the process of making it. A self-portrait through time. It’s a series of visual reflections on just a few people, things, and ideas that make up MCAD’s identity. The expanded index that opens the book hints at a summary of the ideas within. It provides an alternative method for navigating its pages. It’s a map that relies on personal connections, perception, and criticality to be used to get you where you want to go. MCAD is similar in this way.”

Each section of the viewbook is individually conceived, unique and independent, yet also carries a stream of connectedness through the whole, similar to the Minneapolis College of Art and Design with its many programs, people, facilities. The sum of these parts comprises the unique and energetic community of makers that is MCAD.

BOOK INFORMATION

Trim Size: 5.5in X 7.5in (1.299in thick)

Number of Pages: 520

Binding Method: Otabind

Paper: Constellation Snow E/E49 Country (130gsm); Coral Book (100gsm); Magno Satin (115gsm); Gardamatt (150gsm); Sirio Ultra Black (115gsm); Bindakote Wrap (80gsm); Magno Natural (100gsm); Gardagloss (90gsm); Radiant White (176gsm); Sirio Pearl Platinum (125gsm); Invercote (35ogsm); Green Tinted Clear Suedene (10ga)

Typefaces: Circular; Dutch 801 BT; Value Serif; Comic Sans MS; Clifton; Edwardian Script ITC; GT Cinetype; Bonesana, Bookish; Pica 10 Pitch BT

CREDIT INFORMATION

Creative Director: Michael Aberman

Art Director:

Book Designer: Michael Aberman; Paul Hudachek

Jacket/Cover Designer: Michael Aberman

Illustrator:

Photographer: Jasmine Hoerter; Michael Aberman; Tom Bierlein; Rita Kovtun; Lindsey Kusterman; Lauren Mulder; Grace Olson; Dylan Olson-Cole; Cole Seidl; Forrest Wasko

Picture Editor: Grace Olson-Cole; Michael Aberman; Tom Bierlein; Paul Hudachek

Production Director: Dylan Olson-Cole

Production Coordinator: Nora Kubiaczyk

Production Artist:

Other Credits: Phillip Countryman, (Videographer); Ann Benrud, Steven Candy, Josie Steen (review/editing, insight and planning)

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