If you’re a designer living in Austin, chances are you’ve had your hand in some University of Texas work at one point or another. They’re of course a big force in the city and a comforting client for those of us who are all too aware of print’s imminent death – loads of print design needs coming out of that institution. But the viewbook projects were what spiked my interest because I, as an impressionable high schooler, fell complete victim to universities’ direct mailers back in the day, and it’s a odd feeling to be on the creation side now.

I remember coming home one day to find an oversized viewbook from the University of Southern California and pouring over its pages. I was obsessed. In fact, it was probably more exciting than my actual acceptance letter. USC made life in Los Angeles look rad and I completely fell for it.

Despite the fact that I feel slightly duped, I continue to relish those 22×14 inch spreads and I appreciate them even more these days as a designer. How many universities commission a Gary Baseman piece? Or have their president flying through space in a rocket ship? Or showcase their highly esteemed professors by accentuating their schnozes and foreheads? Its memorable features seem more reflective of that of an art school’s viewbook, but that’s not a bad thing. It’s probably safe to assume USC’s marketing efforts that year were pretty effective and the designer that convinced them to go this route must be a persuasive individual.

I once heard that Pentagram was behind this.
If that’s in fact true, this all makes a lot more sense.

Update: Found out it was in fact created by Pentagram – Kit Hinrichs

Looks like the LA Forum is a giant ashtray, awesome.