81. PENTAGRAM, NEW YORK
“It was this combination of using technology to create images that are
beautiful, but also organic and so abstract that you can’t really fathom
what you’re looking at that was so interesting to me,” says Michael Bierut
of Pentagram, describing why he used scans by Doris Mitsch to promote
Mohawk’s Superfine paper.
By placing shells, flowers, even palm fronds on a high-res scanner
and outputting the results on art paper, Mitsch creates whole
worlds that seem to emanate from a primal dreamscape darkness.
A white cover withholds any clue to the contents within, thereby
enhancing the mystery that unfolds at every turn. Flat swaths of
colors reminiscent of a desert landscape at sunset stretch across
the facing pages.
According to designer Kerrie Powell, “The colors needed to be
as seductive as the images.” By improvising and welcoming happy
accidents, she proved that “anyone can achieve outstanding results
even with conventional inks and a conventional press.” But she
concedes, “Ultimately, we can take very little credit for this piece’s
beauty. It’s all about the images and, as designers, we just tried to
get out of the way.” Laurel Saville
CREATIVE DIRECTOR: Michael Bierut
DESIGNER: Kerrie Powell
PHOTOGRAPHER: Doris Mitsch
CLIENT: Mohawk Paper Mills
CONTACT: 212.683.7000, www.pentagram.com