Books That Beg for Attention
New Leaf agreed to continue the look with the second book, "How Majestic Is Thy Name," but had the third title not been part of the same series, New Leaf may have opted for more traditional methods for its cover. "We knew what it cost to produce the two other books in this series," says Pat Edmonds, president of Portland, Ore.-based Left Coast Design. "So the concern was [whether we can] get all this done close to a similar price point to what we were able to do on the other books. If so, then we knew we had to go with it."
New Leaf wanted to produce a first-class series from the start, and opted for the extra bells and whistles as opposed to using a plain grain book end sheet, says Brent Spurlock, art director with New Leaf Press in Green Forest, Ark.
By the time series' third book went to press, most of the production challenges were ironed out, but Edmonds says the printer they used for the third book, Phoenix Color Corp., had to take special care to sequence some of the gloss and matte coatings so that the stamping didn't adversely affect the UV coatings.
"It was up to us to have everything layered properly so that when Phoenix created the plates they were going to use to create this, it wasn't going to distort or crack any of those coatings," says Edmonds. But the biggest design challenge was shaping the "S" on the word "Sky," which was given added attention.
"The font has a couple of strokes in it that are pretty fine," says Edmonds, "and it was a challenge on [Phoenix Color's] part to make sure they could produce the lettering without losing it or without having the letter [appear] too thick."