Emotion as Promotion: A Book of Thirst

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Rick Valicenti
Monacelli Press, 2005 - Design - 355 pages
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From innovative fonts and commercial logos to products and artists' books, the work of graphic design collective Thirst is unmistakable: dazzling in form, intellectually challenging, incorporating Real Human Presence, just over the edge of the Discomfort Zone. The firm is known not only for fusions of text and image but for the emotion and strength that pervade the work. Thirst hallmarks include striking color photographs, creative computer manipulation, the use of new media, and challenges offered to the reader/viewer (and sometimes to the client as well).

The first monograph on the design group, Emotion as Promotion is an exuberant manifesto, a collective autobiography, and a brutally honest heart-to-heart with the next generation of design. It showcases work known (designs for Gilbert Paper, Gary Fisher Mountain Bikes, Wired magazine, and Absolut vodka), unknown (unimplemented identities for iXL and U.S. Robotics), and notorious (the "Just My Type" nude alphabet, the Want photo shoot for RayGun). Thirst principal Rick Valicenti and his colleagues tell the tales of each project, offering sometimes funny, sometimes wry assessments of the client, the end result, and all stages in between.

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Emotion as Promotion

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In 1981, Valicenti founded the design firm Thirst, which specializes in typography and counts Wired magazine and Absolut Vodka as clients. This first monograph on Thirst conveys its ideas through the ... Read full review

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About the author (2005)

\Rick Valicenti is the founder and principal of Thirst, an internationally recognized design consultancy founded more than twenty years ago. The firm is also known for typography and has designed a new font, Infinity, for this book.

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