If you are a designer, you’ve had the experience of discovering that the same person or firm designed several of your favorite items. It’s like playing favorites without realizing it. This happens to me repeatedly with work from Volume. I pick up a book at the bookstore, admire it, turn to the colophon and yep, it's a Volume design. Now I could be angry, jealous, and spiteful, which I usually am. But, in this instance, the best recourse is to recognize the great work. I've known Eric Heiman and Adam Brodsley for two decades (yes, we’re all that old). If they were a-holes, then I could simply ignore them. They’re not, unfortunately. They teach at CCA, devote time and energy to AIGA, and are magnanimous genuine people. Damn them.
Several of my favorite books are Volume designed. They have an innate sense of when to stop. The books are true to the subject, never rely on typographic circus tricks, and are remarkably crafted. They present the content in a way that is clear and objective, but never dull or sterile. The commonality is a sense of warmth, value, and cinema. Pacing is the trick with publications. A good publication should be paced like a film: quite moments, crescendo, intimate sequences, and a defined plot. The Volume work does that and injects long shots, details, and close ups. This isn't easy.
There are two emotions that I do my best to avoid, pride and jealousy. Any decision I have ever made based on pride has been a bad one. So what if someone thinks I’m a dingbat? It doesn't cost me anything and investing resources to combat this is often pointless (I’m not talking about Noreen here. I accept her judgment of my dingbat attributes). Jealousy is a hard one to avoid. I’m human; I ask myself, “How come Volume has such great projects? How is it fair that they get to design a magnificent book on Cliff May, but I don’t? I bet they get free Heath ceramics.” But this takes so much effort, and it is so much easier to enjoy their amazing design and relax.
images courtesy Volume, Inc.