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Made You Look

May 12, 2010

Stefan Sagmeister is a sly one. Following an MA thesis project which featured a series of postcards that each performed a different trick – one folded-out into a sundial, while another made a hand-powered record player – Sagmeister has built a reputation as a master of gimmickery and one-liners, but also for innovation with materials and printing processes. He has often used self-promotional items to experiment – whoopee cushion fliers bearing his mantra Style = Fart, birthday party invitations with moveable stick figure penises, and of course THAT poster. A technique used for the front cover of his 2001 career retrospective book Made You Look presents contrasting images overprinted in two colours, so that when removed from its red plastic case, the cover image of a friendly looking German shepherd bears its teeth in a rabid bark: a neat summation of Sagmeister’s technique.

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