Bruce Mau says, "Don't be cool."
Cool is conservative fear dressed in black.
Besides just being a plain-old great quote, I believe Bruce Mau's simple but effective mantra holds a much deeper meaning that directly applies to our book cover project. When broken down, the word cool hardly holds much weight in the world of design. Cool can mean popular at this moment in time, trendy, initially appealing, or even to not stand out - none of which point to a lasting, effective, and deep method of design. If our focus on concepts and process have taught us anything, it should be that your first idea might be cool, but your last idea and product should be effective.
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