25 SPREADS - 15MINS EACH - IN 24HOURS






























































































This book was created in 24 hours by Jordan Micah Gadapee. Each spread was designed in 15 minutes or less, and during this time he had several watch dogs to insure that the spreads did not take any longer. Also, for purposes of documentation, the creation of the first two compositions was filmed. If you’re reading this now, you’re probably asking yourself “Why would someone do such a thing?” There are a number of reasons, but the primary one is that this book is a reaction to the disappointing current state of graphic design.

I’ve been designing since the late 90’s, and like many of those from this generation of designers I have engaged in thoughtless appropriation of design styles from the past and present. We have been unaware of context or content, and we proceed to create work that is cool. I have had enough. I’m tired of participating in it, and I’m sick of seeing it. Cool is dead, it’s worthless, and it devalues our profession. This book is the apex of the Cool>Everything movement that we’ve all been participating in, and in it I have demonstrated the ease in which one can create “cool” work. In less than 24 hours I was able to produce and re-produce coolness. It’s effortless and thoughtless.

Robert Bringhurst describes the role of typography to be one that grabs the attention of the reader, invites the reader to read, and then releases that attention so that the reader can engage in the text. Not only should typography do this, but design as well. I cannot count the number of posters, books, and other works that I’ve seen in the recent years that fail to say anything to me other than “Hey bitch, I’m cooler than you are.”

I challenge all of us to make up for lost time, and begin producing work that communicates clearly and effectively. Graphic Design is field of possibility, and with that in mind try to understand that this is not call to return to some historical design movement. Instead it is a challenge to start a new one. Repent, throw your portfolio away, study & learn, then start anew.

Don’t worry; I have to start over too.