MA 2014 Book
MA Design is Human is an annual event focused on promoting bold design in Atlanta, the Southeast and internationally. Since 2006, it has elevated Atlanta in the minds of designers, architects and design enthusiasts.
Each year Armchair designs a 200-page book that showcases the event, the movement, and the global design community.
The book’s art direction is a balance between the vintage and the new, process and craft, the modern and the organic.
It features a loud primary color scheme and typography mixed with hand lettering. It embraces spatial experimentation with headlines wrapping around pages and spreads.
The colors are taken from the golden age of graphic design—electric blue and tomato red, inspired by the American Mid-Century modernist movement and designers Max Bill, Paul Rand and Joseph Albers.
The editorial sections are broken up with "pause" spreads, where local Atlanta designers are given creative freedom.
The layout is functional, yet playful, aimed at heightening storytelling, but giving the book a dissonant rhythm and a sense of being in motion and advancing forward.
A poster reveals a fold-out map of a tour of modern residences and commercial buildings, backed by a tile of the MA logo.
MA founder Bernard McCoy reviews the book at the Armchair office.