Break the rules

The jacket for Smarter Than You Think stood out primarily because of the placement of the typography. The placement strayed from the traditional treatment of type commonly seen on other jackets. Titles being placed on one line, or the words being broken directly under one another are just two of the most common practices. Even though the words on Thompsons' jacket seem to be individually placed in four corners at the center of the jacket our minds are able to put together the message flawlessly. This again raises an important question pertaining to display type. How far can we push type and have the message still remain readable?   

Designer: Keenan

Publisher: The Penguin Press