The above is an embossed/engraving of the word “SPOON.” It is an engraving on curved aluminum surface for one of PHAIDON books about industrial design.
The typeface is a squarish and relatively narrow-set sans-serif. It is tracked very far apart and takes a very strong pressence on the plane as it is the only element present on the front cover panel. The stem of the P and the two O’s form a ‘100’, denoting the book’s contents of the 100 best examples of Industrial Design works. Most of the content inside, as well as the typography is minimalistic and heavily ladened with modernist influences since a great deal of the work featured in the book are derived from the era. Hence we have a cold, sterile, sparse aluminum cover.
The seemingly ambiguous title, it’s “designy” look connote that the treatment of the cover, title and it’s name serve the book’s purpose not only as a showcase of work, but as a conversation piece found atop coffee tables. The word spoon, its lustrous surroundings are screaming for attention amidst it’s minimalist aesthetics.

—Brian Gerard Elicierto