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Models of Perfection: 50 Books | 50 Covers

Words
Jessica Helfand
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Established in 1923 by the American Institute of Graphic Arts as “Fifty Books,” the 50 Books | 50 Covers competition is now the longest continually running design competition in the United States.

Since 2011, Design Observer has hosted the competition, selecting the winners and organizing an exhibition of winning entries. For the first time ever this year, Design Observer has transformed the exhibition into a printed catalog. We were pleased to team up with Design Observer and Blurb on the production of the first 50 Books | 50 Cover catalog.

We recently caught up with founding editor of Design Observer and an award-winning graphic designer and writer, Jessica Helfand, to discuss the 50 Books | 50 Cover catalog. In her own words, she shares her thoughts on striving for perfection, the importance of using only the finest materials (or ingredients) and the need for a supportive village.

Models of Perfection

Many years ago, an architecture student I knew was asked to build a model. It took him a long time, a very long time, especially when you consider it in terms of student time—semester-specific, nomadic and sleep-challenged as it seems—but he stuck at it devotedly, driven by a kind of specificity and focus that struck me at the time as nothing short of magical. Every component was doggedly researched, lovingly handled, and implemented with extraordinary finesse: from air-light strips of balsa wood to torqued metal and molded plastic, each and every bit of this thing was just superbly engineered, and in the end, the resulting thing itself was, in a word, perfect.

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Many years later, as a new mother, I was at home with a colicky baby, and in desperation (refer to sleep-challenged, above) I turned on the television. Within seconds, the baby and I were instantly lulled into a kind of preternatural calm by the soothing cadences of Ina Garten—doyenne of the kitchen, she is one of those chefs who makes the most complex of culinary maneuvers look like you could manage it effortlessly, in your sleep. (I was just happy for the sleep.) As I sat there watching her spoon chosen ingredients into her behemoth of a mixer, she explained with careful precision and purpose why every ingredient in a recipe must be—you guessed it—perfect. She spoke evenly, but persuasively, focusing in that moment on the accept-no-imitations importance of vanilla extract as she did so.

“If everything that goes into your cake is perfect,” Garten purred, “your cake will be perfect, too.”

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At their core, these anecdotes tell the same story: if each element is carefully considered, might we hope, any of us, to produce an ideal outcome? Mohawk’s generous donation to our 50 Books | 50 Covers annual proved a catalyst to our designers, who worked with an exceptionally gifted photographer, George Baier IV; supported by the hard-working production team at Blurb, Inc., whose print-on-demand capacity should be the go-to destination for all book design fiends; graced by the endorsement, via essay, of the brilliant writer, Dave Eggers; and thanks to a lot of help from more than five hundred supporters who came to us through Kickstarter. It does, it turns out, take a village.

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The architecture student, sold his model to The Museum of Modern Art for a tidy sum that put a nice dent, as I recall, in his student loans. The colicky baby grew into a fine young man, whose passion for equality and justice often finds him arguing with anyone he can find as he seeks—with ferocious intent—his own definition of the ideal. And though I have ruined many a recipe by my own lack of talent in the kitchen, I remain steadfast in my fidelity, thanks to Ina Garten, to the elixir known as Madagascar vanilla. In the end, there is just something marvelously rewarding about the idea that quality is a function of the deftly orchestrated gestalt of so may things—from cherry-picked balsa wood to harvested root flavor — and that we benefit by breaking these things down into their component parts, identifying them bit by bit, the parts as important as the whole, the journey as critical as the destination. Patience helps. So does humility, ingenuity, and a lot of elbow grease. “Have no fear of perfection,” Salvador Dali once famously said, “you’ll never reach it.” But does that mean we shouldn’t try?

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