Академический Документы
Профессиональный Документы
Культура Документы
IN THE HISTORY
OF THE BOOK
CASE STUDY
IRMA BOOM
LEIDEN
UNIVERSITY
MASTER OF
ARTS & CULTURE
RESEARCH
STUDENT V. ZABOROV
STUDENT № 1135775
EC 25 EC
Declaration: I hereby certify that this work has been written by me, and that it
is not the product of plagiarism or any other form of academic misconduct. For
plagiarism see under: http://www.hum.leidenuniv.nl/studenten/reglement-
en/plagiaatregelingen.html
Signature:
TABLE OF CONTENTS
FOREWORD 3
INTRODUCTION 11
BOOKS B.C. 23
1.1. Nederlandse Postzegels 87+88 24
1.2. Form over content 28
1.3. Honoring the traditional book 31
1.4. Brilliant failure 34
1.5. Best Boek 36
1.6. Conclusions 38
CONCLUSIONS 97
APPENDIX 1 103
APPENDIX 2 115
The aim of this research is to create a discussion about the new role
of the book in the new millennium. In the digital age Irma Boom’s books
prove that the physical book has much to offer to its reader. This study
will examine three main issues: legibility as main source of communi-
cation, the designer as the new author of the book and finally the books
of the new millennium. Ten case studies were chosen to illustrate how
Irma Boom redefined the craft of book design.
IRMA BOOM ON HER BOOKS (SOLO): STROOM CENTER FOR VISUAL ARTS IN THE HAGUE, 1998. A VIDEO
PRESENTATION, IN WHICH, IN DISCUSSION WITH LOUWRIEN WIJERS, SHE DESCRIBES HER LOVE OF BOOKS.
“SHE TALKED ABOUT HER SOURCES OF INSPIRATION, LEAFING THROUGH HER OWN BOOKS, PARTICULARLY
SINCE HER RENOWNED SHV-BOOK.” + BOOM! (SOLO): BIGLI UNIVERSITESI, ISTANBUL, TURKEY, 2003. THE
EUROPEAN DESIGN SHOW (GROUP SHOW, TRAVELLING EXHIBITION: DESIGN MUSEUM, LONDON, 2004/2005
+ FOREIGN AFFAIRS (GROUP SHOW): TRAVELLING EXHIBITION OVER THE WORLD), 2005/2006 .ROTTERDAM
DESIGN PRIZE (GROUP SHOW): EXHIBITION NOMINEES (2007) + ARCHIEF STICHTING DE ROOS 1945-2005
(GROUP SHOW): FEBRUARY – 30 APRIL 2006, MUSEUM MEERMANNO, THE HAGUE (WITH M.C. ESCHER,
JAN BONS, OTTO TREUMANN, WILLEM SANDBERG, IRMA BOOM) + ONTWERPER & OPDRACHTGEVER
(DESIGNER & COMMISSIONER): 10 FEBRUARY – 29 APRIL 2005: UNIVERSITEITSBIBLIOTHEEK AMSTERDAM
(WITH: IRMA BOOM & PAUL FENTENER VAN VLISSINGEN, WIM QUIST & REYNOUD HOMAN, QUERIDO &
HARRY N. SIERMAN) + EUROPEAN DESIGN SHOW (GROUP SHOW): 28 MAY 2005 T/M 4 SEPTEMBER 2005,
DESIGN MUSEUM LONDON. WITH: IRMA BOOM, JOB VAN BENNEKOM, DROOG DESIGN, EXPERIMENTAL
JETSET, HELLA JONGERIUS, MAUREEN MOOREN & DANIEL VAN DER VELDEN + TSERETELI ART GALLERY
(GROUP SHOW): 9 SEPTEMBER – 28 SEPTEMBER 2008, MOSCOW + SOCIAL ENERGY SHOW IN CHINA (GROUP
SHOW, TRAVELING AROUND CHINA): BEIJING (NOV. 2008), CHENGDU (OCT. 2008) AND SHENZHEN (JAN.
2009), SHANGHAI (OCT. 2009) + IRMA BOOM – BOOK DESIGN (SOLO): 3 APRIL – 19 JULY 2009, MUSEUM FÜR
GESTALTUNG ZÜRICH + EXPERIMENTA 2009 (GROUP SHOW): SUMMER, LISBOA + ELLES@CENTREPOMPIDOU
(GROUP SHOW): 25 MAY 2009- FEBRUARY 2011, CENTRE POMPIDOU, PARIS + TAKING A STANCE (GROUP
SHOW, TRAVELLING IN CHINA): SHANGHAI MARCH 2010, BEIJING APRIL 2010), SHENZHEN (MAY 2010) +
DWARSVERBANDEN (GROUP SHOW): 1 JULY 2011-8 JANUARY 2012, NAI, ROTTERDAM + THE WAY BEYOND ART
2 (GROUP SHOW): CCA, WIDE WHITE SPACE, SAN FRANCISCO, 2011 + IRMA BOOM: BIOGRAPHY IN BOOKS
(SOLO), CAT.: AMSTERDAM, UNIVERSITY OF AMSTERDAM (JUNE-OCT 2010) + BOOM BEYOND BOOKS (SOLO)
CAT.: LEIPZIGER STADTBIBLIOTHEK ON THE OCCASION OF THE ‘GUTENBERG PREIS 2001’. + TAIGA (GROUP
SHOW WITH: IRMA BOOM, HANSJE VAN HALEM, LESLY MOORE): ST PETERSBURG, 26 MAY- JUNE 17 2012 +
MANIFESTA 9 (GROUP SHOW): GENK, JUNE-SEPT 2012 + GRAPHIC DESIGN: NOW IN PRODUCTION (GROUP
SHOW): WALKER ART CENTER IN MINNEAPOLIS AND THE COOPER-HEWITT NATIONAL DESIGN MUSEUM
IN NEW YORK, 2012 + IRMA BOOM: BIOGRAPHY IN BOOKS (SOLO) CAT.: INSTITUT NÈERLANDAIS, 2013
WORK SHOWN IN EXHIBITIONS ALL OVER THE WORLD • SAN FRANCISCO MUSEUM OF MODERN ART
‘DO NORMAL’; THE MUSEUM OF MODERN ART, CAFÉ, NEW YORK; STEDELIJK MUSEUM AMSTERDAM
‘MOOI MAAR GOED’ AND BEST DESIGNED BOOKS; MUSEUM BOYMANS VAN BEUNINGEN ROTTERDAM;
INSTITUT NÈERLANDAIS PARIS; 19TH INTERNATIONAL BIENNALE OF GRAPHIC DESIGN BRNO 2000;
LEIPZIGER- AND FRANKFURTER BUCHMESSE; TYPOJANCHI SEOUL, KOREA; BIBLIOTEQUE NATIONAL
DE FRANCE, PARIS, TOTEM GALLERY, NEW YORK (2002); AIGA, NEW YORK (2002), DESIGN MUSEUM,
LONDON (2003-5), FOREIGN AFFAIRS (TRAVELLING), AND WORK IN COLLECTIONS WORLD-WIDE.
COLLECTIONS • THE MUSEUM OF MODERN ART, NEW YORK: BOOKS IN THE PERMANENT COLLECTION OF
THE ‘ARCHITECTURE & DESIGN’ DEPARTMENT OF THE MOMA + UNIVERSITY OF AMSTERDAM, AMSTERDAM:
IRMA BOOM COLLECTION: COLLECTION OF COMPLETE OEUVRE AND ARCHIVE OF DOCUMENTS IN THE
SPECIAL COLLECTIONS OF THE LIBRARY OF THE UNIVERSITY OF AMSTERDAM + CENTRE POMPIDOU, MUSÉE
NATIONAL D’ART MODERNE, PARIS: BOOKS IN THE PERMANENT COLLECTION OF BIBLIOTHÈQUE KANDINSKY
INTRODUCTION
13
physical book seemed so uncertain? What was so special about the
books designed by Boom that they became part of the world’s most
acclaimed museums? Can a book be considered a work of art, and
if so what makes a book art? To answer my first questions I had to
find out everything possible about Irma Boom and her books, how-
ever, the last question proved to be one of the greatest challenges
In order to find out who Irma Boom was, and what was so spe-
cial about her books, I used two main sources of information:
Special Collections of the University of Amsterdam (UvA) and the
Rijksbureau voor Kunsthistorische Documentatie (RKD). In 2003
Special Collections UvA acquired Irma Boom’s archive and owns
many of her books, while the RKD collects newspaper articles and
other valuable information about Boom. Two main problems arose
early on in my research: the living archive was not open to the public,
and during her relatively short career, Irma Boom designed some
three hundred books.
15
Boom: Biography in Books catalogue provides the reader with the most
complete and comprehensive biography of Irma Boom. The text from
the Gutenberg Galaxie II and Biography in Books are reproduced in
full in the appendixes of this paper. It is my intention to provide my
reader with as much useful information as possible and inspire him
to continue researching this fascinating subject.
The second chapter discusses the new role of the graphic designer as
co-editor of the book. Should a designer influence the content of the
book? What led to the change in the designer’s status as a co-editor?
Three case studies were chosen to answer these questions, dated to introduction
the last decade of the twentieth century. The final chapter is con-
cerned with the books of the new millennium. How did the digi-
tal age influence the physical book? What became the new criteria
by which a physical book was judged and praised? When combined
together, these three chapters show the important role Irma Boom
played in the transformation of the book in the new millennium.
17
the crucial role of Irma Boom in the history of the book and why was
she chosen to conclude five hundred years of graphic innovation.
Five hundred years of the book’s history was not the only book
related subject which gained popularity in recent years. Numerous
publications about artist’s books constantly reemerged throughout
this entire research. 4 Although Irma Boom’s books were not usually
categorized as artist’s books, I was constantly confronted with this
3 Mathieu Lommen, ed., The Book of Books: 500 Years of graphic Innovation
(London: Thames & Hudson, 2012); David Jury, Graphic Design Before Graphic
Design: The Printer as Designer and Craftsman 1700-1914 (London: Thames &
Hudson, 2012); Alan Bartram, Five Hundred Years of Book Design (London: The
British Library, 2001);
4 David Jury, Book Art Object (Berkeley, CA: The Codex Foundation, 2008);
Krystyna Wasserman, The Book as Art: Artist’s Books from the National Museum
of Women in the Arts (New York: Princeton Architectural Press, 2007); Stefan
Klima, Artists Books: A Critical Survey of the Literature (New York: Granary Books,
1998); Johanna Ruth Drucker, The Century of Artist’s Books (New York: Granary
Books, 1995).
term. I dedicated substantial time researching artist’s books, and
concluded that it is not my intention to include Irma Boom’s books
in this category.
There are three main issues concerning artist’s books: there is no,
and probably cannot be a satisfying definition of the term. Since the
1970s scholars attempted to define this loose term, and the conclusion
was never unanimous. In his 1998 book, Stefan Klima, provides the
reader with the critical survey of the literature concerning artist’s
books. He refers to the problems of the term’s definition, the desire
of the artist’s books to challenge the art establishments (but eventu-
ally embraced by them), and the new kind of reading these books pro-
vide. Perhaps artist’s books of the second half of the twentieth cen-
tury enabled graphic artists to create books which could be exhibited
in art establishments, bought in public auctions and considered to
be objects of art, or perhaps the growing digital media transformed
books from its functional purpose into sculptural objects of art.
ONE
BOOKS
B.C.
BOOKS B.C.
25
unsubscribed from the series. However, not everyone was displeased
by the stamp-books. The following year the stamp-books won the title
of the Art Directors Club Nederland (ADCN), the Stichting Collective
Propoganda van het Nederlandse Boek (CPNB) and Amsterdams
Fonds voor de Kunst prizes.
17 Wim Crouwel designed Nederlandse Postzegels 1977 and Nederlandse Postzegels
1978, Walter Nikkels design Nederlandse Postzegels 1979, Anthon Beeke designed
Nederlandse Postzegels 1980 and Nederlandse Postzegels 1981, and Karel Martens
designed Nederlandse Postzegels 1982 and Nederlandse Postzegels 1983.
18 For video and photographs of the book, please visit http://www.book-as-art.
info/nederlandse_postzegels_87_88.html.
Nederlandse Postzegels 87+88 was the first public commission
that established Irma Boom’s name in the world of graphic design.19
Almost a decade later these books led to one of her most important
commissions that awarded her Gold Medaille, Red Dot award and
the title of ‘the most beautiful book in the world’. However, in the end
of the 1980s these stamp-books were condemned as a ‘brilliant fail-
ure’.20 What was so infuriating about these books? How could two
printed books attract such energetic criticism and later on awards
and praises?
19 Mathieu Lommen, “Living Archive,” in Irma Boom: Biography in Books. Books
in Reverse Chronological Order, 2010-1986, With Comments Here and There, trans.
John A. Lane (Amsterdam: University of Amsterdam, 2010) 14-15.
20 Ibid., 18.
The Hague.21 SDU allowed Irma something that a studio could not: books b.c.
it enabled her to become a designer as opposed to a designer’s assis-
tant.22 During her five-year employment at the SDU, Irma Boom
worked on various projects including minor tasks such as design-
ing advertisements for the annual stamp-books published by one of
the country’s most important patron of the arts: the PTT.23
27
mission would be offered to one of the office’s senior designers,
but instead the twenty eight year-old designer was approached by
Oxenaar and offered to design the books.26 This commission further
The design concept for the books derived from its content. When
commissioned to design the annual stamp-books, the designer was
to produce an introductory text to accompany the stamps produced
that year. Irma collaborated with Paul Hefting and requested him
to write an introductory text about artistic inspiration. Hefting,
28
29
ite sketches inside the folded page printed in mirror images so as to
intensify their sketchiness.35
the center of the cover page of the first volume golden square leaf in
the center of the cover displaying the number 87 in emboss print-
ing and 88 in blind imprint, while the second volume displays a black
square leaf with 87 in blind printing and 88 embossed. The design
is minimalistic and does not match the series’ previous cover pages.
The first page welcomes the reader with a quote set in a Malevich
inspired perfect square shape:39 The roots of modern typography are
entwined with those of twentieth-century painting, poetry, and archi-
tecture. Photography, technical changes in printing, new reproduction
techniques, social changes, and new philosophical attitudes have also
helped to erase the frontiers between graphic arts, poetry and typog-
raphy and have encouraged typography to become more visual, less lin-
guistic, and less purely linear. 40 The quote sets the tone of the book and
almost warns the reader of what he is about to experience.
As the reader continues to flip through the pages of the first volume
of the stamp-books, he is confronted with an immediate sense of
unfamiliarity and instability. Although he is presented with legible
31
typography, 41 much effort is needed to decipher the text. The essay
written by Hefting spreads over fifty-two pages. The text is set in
a square shape in the center of the page, while the captions of the
images run right through it. There are twenty square text boxes and
one rhombus shape constructed from the text. The squares differ in
their measurements: 10.3x11mm, 12x12mm, 9.7x9.2mm, 7.1x7mm,
9x8.7mm etc., however, to the naked eye they appear completely
symmetrical.
42 As Stanley Mirisons soulmate and friend Beatrice Warde said: ‘printing should
be invisible’. Lommen, 2012, 275.
43 Wim Crouwel, Wim Crouwel Gerrit Noordzij Prize (The Hague: Royal Academy
of Art, 2012), 31.
When the New Alphabet was published, many of Crouwel’s peers books b.c.
reacted to it differently. Beeke reacted in his way by ‘re-humanizing
the alphabet’. While Crouwel had dehumanized it by creating forms
conditioned by the limitation of the computer screen, Beeke wanted
to make his alphabet as human as possible, so he used female figures
to form his alphabet issued in 1970 by the same company that pub-
lished Crouwel’s typeface. 44 Beeke’s alphabet drew its inspiration
from a sixteenth-century alphabet based on both male and female
figures designed by a German/Flemish engraver in the end of the six-
teenth-century. Some knowledge of the world of graphic design is
required to decipher this connection between the images, but most
of the other spreads are associated by visual resemblance.
Irma Boom’s stamp-books allow the form of the book to take over
its content. In both parts of the stamp-books, the essay and the
stamps, the text provides something other than readability. Since
the Industrial Revolution type was an important component of any
printed object. First the main function of typography was the dis-
33
semination of information, however, soon the letters of the alpha-
bet could not merely function as phonetic symbols. 45 Boom’s books
communicate with its reader thorough its form rather than its leg-
ibility. The form can also provide content by means of attracting,
engaging and differentiating without being readable. 46
In her lectures entitled Manifesto for the Book Irma Boom expresses
her deep respect for the traditional book, and at the same time
her desire to push the boundaries of the medium even further. To
44 Jan Middendorp, Dutch Type (Rotterdam: 010 Publishers, 2004), 134.
45 Meggs, 2006, 135.
46 Rudy Vanderlands, ‘Legible?’ in Emigre No. 70: The Look Back Issue. Selection
from Emigre Magazine #1-#69, 1984-2009 (Berkeley, CA: Gingko Press, 2009) 96.
illustrate Boom’s connection to the traditional book, I propose to
compare a spread printed in Venice in the end of the fifteenth cen-
tury, and a spread from the first volume of Irma Boom’s stamp-
books. Boom’s stamp-books bring to mind Aldus Manutius’s 1499
Hypnerotomachia Poliphili for two main reasons: our contemporary
conventions of book design and the visual resemblance of the type
set in a geometrical shape.
Ever since William Morris laid the principles which remain the
foundation of modern book typography, 47 it is difficult for us to see
codex as something other than his vision of the ideal book. Clear
and legible pages, designed as spreads and not independent pages;48
a typeface designed by an artist as opposed to type designed by an
engineer; and finally the margins of the book must be in due propor-
tion to the page of letters. 49 But, can a book be considered beautiful if
it does not obey our contemporary ideas of an ideally designed book?
all time.50 Much of the book’s fame is due to the beautiful illustra-
tions and almost equally beautiful clarity and elegance of its type.51
However it is important to note that little imperfections, as we would
address them today, do exist in this masterpiece: type is often being
jammed up against or even into illustrations, the illustrations are
not quite the same width as the text, the lines are spaced challeng-
ingly tight, there is inconsistent spacing after punctuation or some-
times no spacing at all, hyphens differ, there is a lack of relationship
47 William S. Peterson, ed., The Ideal Book: Essays and Lectures on the Arts of the
Book (Berkeley, CA: University of California Press, 1982), xxxii.
48 Ibid., 70.
49 Ibid., 68-69.
50 Bartram, 2001, 28-29.
51 Ibid., 29.
between facing pages etc.52 Manutius’s masterpiece does not match books b.c.
our contemporary expectations of an ideal book, as defined by Morris,
and yet it is considered by some to be the most beautiful book ever
produced.53
35
of his hyphens in order to create his shape, and so did Irma Boom by
removing it altogether. In an interview given in 2001, Irma talked
about her desire to create an absolute typographical square: ‘…but if
you look at medieval books, they are considered to be typographical
masterpieces and they are doing exactly the same’.54
The panel’s decision to award the stamp-books after all has every-
thing to do with a change that was beginning to happen within the
book: ‘…it is clear that we now have the kind of climate for book
design in which this sort of experimentation is possible’.57 The report
55 From 1989 to 2013 Irma Boom received awards, honors or honorable mention
for a great number of her books. Only in 2004 Boom was not awarded or nomi-
nated for any award for her books.
56 De Best Verzorgde Boeken 1988 (Amsterdam: CPNB, 1989), 137-139.
57 Ibid., 137.
continues: ‘that the text should run right up and indeed over the edge books b.c.
of the page perhaps epitomizes the panel’s final conclusion: this is
an experiment that goes over the top. In other words it fails, but it is
a brilliant failure’.58
The stamp-books were also appreciated by the panel for their tech-
nical innovations: ‘the excellent printing of the variegated picto-
rial matter on the difficult paper’. They addressed the unusual bind-
ing technique: ‘with sheets left close at the front so that the whole
assumes something of an Asiatic air, and the ingenious idea of print-
ing the transparent paper on both sides with the verso reversed. This
means that the pictorial and textual elements on the verso form as
it were an entity with the recto’.59 Despite the criticism the books
received they were recognized as unusual and worthy of attention.
Even with her award, Irma Boom never considered her stamp-
books to be best designed books. The award for De Best Verzorgde
Boeken was given to books that had the best execution: best typog-
raphy, type-setting, lithography, binding etc. The stamp-books were
37
stapled, since at that time in the Netherlands the technique of the
Japanese binding was not familiar. The printing of the images was
not done in an award-winning manner, and only after the books were
printed Irma discovered she made a serious mistake regarding the
design of her books. As Morris suggested, Boom designed her books
as sheets and not as single pages. When the books were bound, pages
originally intended to be on the right side appeared on the left.60
58 Niek Smaal et al., De Best Verzorgde Boeken 1988 (Amsterdam: CPNB,
1989), 137.
59 Ibid.
60 Boom, 2010.
Nederlandse Postzegels 87+88 taught Boom the impact a book can
have, as well as a valuable lesson about book design. Since Boom
experienced unexpected challenges with the reversed pages of the
stamp-books, she decided to make dummy-books, miniature ver-
sions of the final book, to prevent future mistakes. These miniature
books inspired her 2010 catalogue and are expected to be revised
and reprinted in September 2013.
ject. The members of the jury are invited to select no more than thir-
ty-three books that excel in their physical appearance. The winning
books are later exhibited at the Stedelijk Museum in Amsterdam,
several other places in the Netherlands and abroad.61
61 About, “De Best Verzorgde Boeken,” accessed on August 1, 2013. http://www.
bestverzorgdeboeken.nl/en/about/.
62 About, “CPNB,” accessed on August 1, 2013. http://www.cpnb.nl/cpnb/index.
vm?template=english.
63 Boom, 2010.
Verzorgde Boeken 1989.64 The structure of the catalogue follows a books b.c.
certain format: an essay and the books awarded that year along with
the jury’s deliberations.
39
in one.
Boom created two volumes in one, but she also created a book
that could communicate different information to different audi-
ences. While some people are interested in content, others might
be more interested in pictorial overview of the winning books. The
64 For video and photographs of the book, please visit http://www.book-as-art.
info/dutch_best_book_design_1989.html.
information is legible and printed through the entire book using only
one typeface, Universe, and the pictures are high quality images
printed on a glossy paper that makes the images to appear vibrant and
visually appealing. Looking back at this commission Boom writes:
‘Desperately seeking to make two books in one I made trial dum-
mies and discovered a strong and simple concept with surprising
and effective results… The cover is so soft it invites the flipping idea.
Some designers have never seen the text of the book!’65
The large print run of 1500 books was sold out and this book won
the next year’s honorable mention in Best Verzorgde Boeken 1990.
The success of the catalogue was not only regarded to the form of the
book, but also to its content. When taking upon herself a time con-
suming commission, Irma brought a part of herself into the proj-
ect. Creating a new way of experiencing the book was not enough,
she also wanted to take charge of the content. Instead of providing
the jury’s edited reports, Irma asked for the transcripts of the pan-
el’s deliberations. These deliberations, so important for a young
40
1.6. CONCLUSIONS
Between 1985 and 1990 Irma Boom worked at the SDU, where
she was commissioned to work on important cultural and social
projects. During this period, Irma’s books began to show what will
later on give her an important status in the history of book design.
Uncompromising attitude towards her artistic vision, her unusual
way of communicating with the audience, and the important role
of the designer in the content of the book determine its success or
I chose these two case studies for different reasons. The stamp-
books and their rejection raised my curiosity and forced me to see
these books for myself. Earlier this year I conducted a survey via
social media to determine which of Irma Boom’s books was the most
popular. I was surprised to discover that the stamp-books were the
41
most beloved books, despite their relative anonymity in comparison
with Boom’s other projects. Even after twenty five years these books
remain relevant and praised. The catalogue of De Best Verzorgde
Boeken 1989 is less familiar, but it demonstrates Irma Boom’s pro-
found understanding of different audiences a book may have.
TWO
THE DESIGNER
AS AUTHOR
THE DESIGNER AS AUTHOR
In 1991 Irma Boom was ready for her independence. That year
Irma opened her studio in Amsterdam and was ready to turn book
design into an art form. Initially, Irma did not think about becoming
a graphic designer and her discovery of the potential of book design
happened while she was still a student at the Academy for Art and
Industry (AKI) in Enschede.66 The romantic idea of an artist, work-
ing alone in his atelier, inspired her to become a painter.67 Irma stud-
ied painting for three years, until she stumbled upon a class on book
design, and since then she never touched a brush again.68 In 1991 her
romantic idea of working alone in her studio was about to become a
reality, and for the next twenty-two years her small office remained in
Amsterdam. The following year, Boom was appointed to the faculty
of Yale University School of Art as a senior critic in graphic design,
a prestigious position that offered new and exciting challenges.69
51
This chapter will present three case studies each concerned with
the influence of the designer on the content of the book he was com-
missioned to produce. With the introduction of computers, the pro-
fession of the graphic designer changed and began to include addi-
tional responsibilities that eventually gave him more control over
the commission. Three of the case studies introduced in this chapter
ask a difficult question: should a graphic designer become involved
in the content, or should he neatly connect between the images and
the text previously provided by his commissioner?
All through the 1990s Irma worked on both national and inter-
national commissions, which brought her prizes and recognition
for her design. The last commission Irma took before leaving the
SDU was to design a catalogue for a conference held in the Stedelijk
Museum in September 1990. Art Meets Science and Spirituality
in a Changing Economy brought together artists, scientists, spiri-
tual leaders and economist to explore the emerging paradigm of a
holistic world view and the implications for a global economy. One
of the speakers and the sponsor of the event was Paul Fentener van
Vlissingen, the CEO of Steenkolen Handels-Vereeniging (SHV). Van
Vlissingen was impressed by the book Boom designed for his event,
and soon after the two met to discuss another commission.
2.2 THINKBOOK
70 Petri Leijdekkers, “Building Books: The Powerful Book Designs of Irma
Boom,” The Low Countries 18. trans. Chris Emery (2010): 247.
71 Carel Kuitenbrouwer, “A Monument Made of Money,” Eye (Spring,
1997), accessed on August 1, 2013. http://www.eyemagazine.com/review/
article/a-monument-made-of-money.
historian Johan Pijnappel to produce a commemorative object cele- the designer
brating the centenary of SHV. This object would be distributed inter- as author
nally to the company’s share-holders and its main function would be
to inspire future generations. The commission was to be completed
by 1996, and the only guidance Irma and Johan received was to ‘look
for the unusual’.72 It is important to note that a company’s centenary
has always been of great importance in The Netherlands. A company
that existed for one-hundred years, and was of national importance,
can apply for the right to carry the title ‘Koninklijk’ (Royal) granted
by the Queen of The Netherlands.73 However, this title was never
added to the company’s name.74
For this commission Irma and Johan moved into their offices at
the SHV headquarters in Utrecht to learn all they could about the
company. For their research Irma and Johan were given unlimited
access to all the company’s files and were even allowed to attend
share-holders’ meetings. The research for the book took three and
a half years and the remaining time was devoted to the design of the
53
actual object.75 The commission did not specify what kind of object
should celebrate the company’s hundred years of existence, but it
required durability of five centuries. It was agreed that the only object
suitable to withstand the test of time was the book.
In May 1996, when the SHV book was finally published, the result
was like no other jubilee book.76 The vast majorities of these books
used to be a glamorous celebration of the company’s success, usually
72 Modern Book Design. Irma Boom: SHV 1896-1996, accessed August 1, 2013.
http://www.meermanno.nl/index/-/p-irmaboomshv1896-1996124.
73 Peter Bil’ak interview with the author, March 2013.
74 In an internal memo reproduced in the first pages of the SHV thinkbook, van
Vlissingen wrote: ‘just to put your mind at rest, I can inform you that SHV itself
has not applied for the ‘Royal’ sobriquet either. Nor has it initiated any applica-
tion for other honors… too many ‘Royal’ companies have come in for negative pub-
licity in recent years, thereby tarnishing the label’s prestige…The Netherlands
and Dutch companies in particular have enjoyed a ‘republican’ history under the
respected House of Orange. It is the quality of the family that is so important and
not the title. The same goes for us’.
75 Lommen, 2010, 24.
76 For the video and photographs of this book, please visit http://www.book-as-
art.info/shv.html.
written by historians, and were never read by their recipients.77 Irma
wanted to change that, she wanted to create a book that its reader
would enjoy again and again. She wanted to design an inspirational
book that would take its reader on a journey through the company’s
history that would ultimately influence its future.
The materials used for the SHV book were meant to last for centu-
ries. For this purpose Irma used the best glue, paper and a stainless
steel enhancement for the book’s spine.80 In order to save trees, the
book’s 2136 pages were printed on cotton based banknote paper.81
Editions of the SHV book differ by the color of the books binding: the
The SHV jubilee book was designed to provide the future gener-
ations with the company’s much-needed archive.82 There are three
types of documents in the SHV book: original English documents as
well as documents translated from Dutch, German, Thai and Chinese
into English; pictures without captions that would not allow the
reader to recognize the company’s employees or even the dates in
which these photos were taken; and newly typeset texts in English or
Chinese – depending on the publication. Some of the images repro-
duced in the SHV books were covered with a fine horizontal screen
rendering them slightly out of focus. At times these images remind
us of television frame paused with a VCR. None of the photos reveal
any information about their subjects, and the people with names are
the share-holders and their families, transfigured in pale, low con-
55
trast shade of blue.83 The removal of the captions allows the reader
to see the past and present employees as timeless components that
were and always will be a part of the SHV.
pages of history, and it is also the journey of the physical book. The
journey begins in 2096 represented by white perforated pages sym-
bolizing the unknown future. The holes become bigger and bigger
as the reader reaches the year 1996. Boom and Pijnappel noted their
presence in the history of the SHV by adding their photo holding van
Vlissingen and Boom’s first private commission, the jubilee book
for van Vlissingen’s fiftieth birthday. Next a page from the birthday
book accompanied by a caption ‘The most important ingredient for
happiness is the capacity to change’ welcomes the reader. The fol-
lowing pages present Q&A from the Art Meets Science conference
and Paul’s speech from the opening ceremony. The reader continues
his journey until he reaches the year 1896. With every journey, the
Another way to see the SHV book as a journey is not from a personal
perspective, but the company’s journey through the human history.
Many important events happened in the world in one hundred years
of the company’s existence. Irma did not leave unflattering events
from the company’s past, but included them along with quotes like
‘Life is all about the journey not the destination’. The unnumbered
pages allow the reader to flip quickly through the pages, and thus
make him look at the last one hundred years as a passing moment in
the much longer history of the world.
57
copies while the rest are kept in the company’s safe. The decision not
to release this book for sale only generated interest for this publica-
tion. Almost twenty years after the book was first published, it can
be found not only in Europe and China, but also in the permanent
collection of the Museum of Modern Art in New York and other pres-
tigious collections. In recent years few copies became available for
purchase in public auctions and even online, and the price of these
books (€7000-45000) shows that the public’s interest only grows
as the time passes.
There are many hidden treasures in the SHV books which only a
careful inspection will reveal. Since the books were not available for
purchase, a vale of mystery surrounded the publication. Irma Boom
often encouraged these speculations by talking about secret messages
on the cover of the book that can be revealed only after extensive use,
or the hidden title of the book found only after placing the eight book-
marks of the book in specific places. This technique of adding mys-
tery to her books started with the SHV and continued with future
commissions, such as in the Sheila Hicks: Weaving as a Metaphor.
Five hidden treasures become visible after a close study of the SHV
book: 1. Three red sheets of postage stamps were added to each pub-
lication. There are one hundred and forty five anonymous portraits
and twenty three stamps with the words ‘bad news’, ‘should travel
fast’, ‘good news’, ‘may travel slowly’. 2. Eight red bookmarks reveal
the books hidden title and when they are placed in the correct order
they spell thinkbook (fig. 14). There are eight bookmarks and nine let-
58
ters, therefore the letters ‘oo’ are placed together on a spread. 3. The
hidden title on the cover of the book can be revealed after the white
cover becomes dirty. When looking at the white cover, it appears that
nothing is written, however once the book becomes dirty the words
‘SHV? WHAT TOMORROW’ become visible.
87 Boven dit eindeloos moeras: helblauwe vogel, af en aan. In de eeuwige woestijn: o
karavaan. Over de zee een schip, alleen, van horizon in horizon. En in mijn leven het
gedicht, waarin gij danst met ogen dicht.
the number 2096 becomes visible only when the book is vertically the designer
placed with its open pages on the table. There are many other inter- as author
esting things that a careful study of the book might reveal, and this
is what the designer wanted to achieve with this jubilee book.
From the first pages of the SHV book the reader realizes that this
book is different from what he is used to. There are no chapters, but
there are white pages with black questions printed with an enlarged
typeface. There are sixty one questions in total scattered around the
book.88 These questions were inspired by Robert Filliou’s Ample Food
for Stupid Thought (1965): ‘how are you, and why?’, ‘when will all the
nonsense end?’ and ‘how often do you see each other?’ Filliou’s book
inspired Irma and Johan to create their own ‘food for thought’.89
The SHV book begins with the question ‘Is thought physical?’ and
concludes with ‘Do we learn from mistakes?’ Some of the questions
are businesslike (‘Can loss be a profit?’), some homely (‘Do we feel
better with a new pair of socks?’), though provoking (‘Is early late
to someone else?’), Zen (‘Can you hear dew falling?’), unexpected
59
questions (‘Can death become a friend?’ or simply ‘Why?’), and ques-
tions about questions (‘Is the beginning of everything a question?’,
‘Which questions need an answer?’ and ‘What is an interesting ques-
tion?’). In the opening ceremony of Art Meets Science conference,
van Vlissingen said that ‘Questions are often more interesting than
answers. Human activity is such that there are more questions than
answers’, and the SHV books demonstrates this notion in full.
88 There are sixty questions and one statement: ‘No partner in a separation
should foul what was once shared’. Two of the questions are repeated twice: ‘Can
you hear dew falling?’ and ‘Is the beginning of everything a question?’
89 Irma Boom, “Irma Boom: Personal Views 44,” Portugal, 2008, accessed
August 1, 2013. http://esad.pt/pt/eventos/irma-boom.
like no other previously designed monograph.90 S,M,L,XL with its
1344 pages, as the title suggests, was divided into four parts: small
(private commissions by Koolhaas), medium (commercial devel-
opments), large (office blocks), and extra-large (urban infrastruc-
tures).91 Irma Boom’s SHV book and Mau’s S,M,L,XL were created
almost simultaneously in different parts of the globe. These books
demonstrate unusual and new ways of non-linear story-telling.
Through this commission Boom met Koolhaas and together they
have worked on various projects.
that Boom and Pijnappel ‘put their professional skills in the service
of a commercial commissioner… but they did not maintain sufficient
distance between themselves and the client, who in this case hap-
pened to be their subject’,93 implying that the designer should remain
neutral regarding his commission.
The jury of the Best Verzorgde Boeken 1996 concluded their report
by saying that ‘it would be to the credit of the client if next time round
he focused all this talent, all this effort, all this ambition on a subject
of more general interest, and then shared the results with a much
90 Rem Koolhaas and Bruce Mau, S,M,L,XL (Rotterdam: 010 Publishers, 1995).
91 Roger Fawcette-Tang, New Book Design (New York: Laurence King Publishing,
2007), 182.
92 Kuitenbrouwer, 1997.
93 Ibid.
wider public.’94 I.D. Magazine agreed with the jury report by adding the designer
that although the SHV book ‘contributes to the culture of an unusual as author
organization… yet it remains an internal communication aimed at
a limited readership’.95 The author continued by adding ‘although
Boom’s book would provide a business historian with fascinating
evidence, it does not achieve the critical detachment to make it a
piece of historical commentary in its own right’.96 One of the Dutch
newspapers published an article revealing the cost of the SHV book:
three million Guilders (over €1.3 million in today’s currency).97 With
all the critics about the book’s inaccessibility, its high cost and the
subjectivity of the designer towards her subject, the SHV book, con-
sidered to be a modern-day masterpiece, is studied by designers and
displayed in museums around the world.
61
Just like with her previous commissions, Irma took a familiar cat-
egory of jubilee books and created something completely new. She
took complete charge over the content and researched the subject
for three and a half years before taking the role of the designer and
creating the actual object. This masterpiece, both in its design and
content, provokes the reader to think about unexpected philosoph-
ical topics intertwined with corporate mentality.
The SHV book soon became an icon of Dutch design, which drew
the attention of both national and international companies, such
as Vitra, Ferarri and Zumtobel. Irma Boom’s first of many interna-
tional commissions came from Vitra, the Swiss family-owned furni-
ture manufacture. Irma was commissioned to design Workspirit Six,
the sixth volume in a series of promotional publications by Vitra.98
Workspirit Six was referred to as ‘somewhere between an artist’s book
and a catalogue,’99 while De Best Verzorgde Boeken 1998 called this
book ‘a book with a view’,100 referring to the circular holes punched
into every page of the book.
The publication for Vitra was different from Irma’s previous proj-
ects. This international commission, with its impressive print run of
115000 books, published by the company, was to show Vitra’s more
playful side. To accomplish that, Irma used two kinds of paper, high-
gloss and uncoated, that alternated with each turn of the page. Unlike
the use of different paper in the Best Boek, Boom punched holes in all
62
176 pages of the book, and told the story of the company by a clever
interplay between words, images and pages of the book.
63
or the following pages, thus creating new thought provoking con-
nections between words and images. For instance, a page dedicated
to Vitra’s designer Charles Eames lists the key words regarding his
design along with a quote: ‘Don’t ask me about new lines and sil-
houettes. I am more interested in utility and the way things present
themselves in a room’.102 The circular hole of this page reveals Eames’
smile that appears on a photograph of the following page (fig. 15-16).
102 Irma Boom, Workspirit Six, (Amsterdam: Vitra Nederland, 1998), 145.
important part of the book; it was her editing talent that separated
her books from the books of her colleagues. The control over the con-
tent that goes into the book made the stamp- books, the SHV book,
Vitra and many other commissions truly successful.
images for the book. In their conversations, Otto told Irma about the
way he worked, how he designed posters and postage stamps. He
often used the idea that a designer can just let things flow, so that a
pattern can emerge.105
For this publication, Boom was provided with the main text of the
book. She was less than impressed with the way the content was writ-
65
ten, and decided to concentrate on the visual aspect of Treumann’s
work while rearranging the text to look more like footnotes than
the main text of the book. Few years earlier in 1994 David Carson,
the art director of a popular music magazine Ray Gun, published an
entire interview in symbol-only typeface. Carson found the text to
be poorly written and used typography to conceal its content from
the reader. Carson argued that ‘just because something is legible
doesn’t mean it communicates; it could be communicating completely
the wrong thing… It is mostly a problem of publications sending the
wrong message or not strong enough message. You may be legible,
but what is the emotion contained in the message?’107 Like Carson,
Irma found the essay written for the Otto Treumann monograph to
be extremely poorly written.
107 ‘David Carson on design + discovery,’ February 2003, accessed June 1, 2013.
http://www.ted.com/talks/david_carson_on_design.html
2.8 WHOSE BOOK IS IT ANYWAY?
The media reviews soon followed, and it seemed that nothing was
right with Irma’s book. The content, the design and image editing
were all heavily criticized by the author of Eye Magazine. The title
of the review was ‘Treumann Battered into Patterns’, and the author
concluded that this book was ‘only superficially about Treumann. In
truth it is about another designer, whose name appears in the cred-
it’.109 The author questioned Irma’s editorial choices: ‘certainly there
is no good reason for such space-fillers as the double-page spread
that blows up a snapshot by Treumann of F. H. K. Henrion and Willen
Sandberg in a swimming pool in Jerusalem’; he questioned her design:
‘tab-marks in nine different colors are placed on the foredge: by these
sit reference numbers, keying pictures to the catalogue of work.
The last remark about the content of the book raises an interesting
issue. In his article, first published in 1996, Wigger Bierma addresses
the content of the book and the amount of publication as opposed to
previous decades: ‘In recent years the question of whether the book
is an outdated medium has cropped up regularly. It is said that we live
in the aftermath of the Luscaux-Gutenberg era, in a period of tran-
sition to […] a kind of multimedia image-soup. The consequences
of the introduction of the computer cannot be overestimated, but if
anything it gnawing away the position of the printed word… Perhaps
there is just as much of importance written and published as before,
67
but there is so much more written and published which is nonsen-
sical and superficial… Commissioners don’t use printed matter to
communicate matters of general importance any more, they use it
to make themselves visible…’.111
112 ‘First Things First Manifesto 2000,’ Emigre, 1999, accessed June 1, 2013.
http://www.emigre.com/Editorial.php?sect=1&id=14.
2.9 CONCLUSIONS the designer
as author
During 1990s Irma became an internationally acclaimed graphic
designer. Her office handled national and international commis-
sions and her project with Johan Pijnappel for the SHV book became
a modern-day masterpiece. When working with her commission-
ers, Irma demanded complete creative freedom both as the editor
and the designer of the book. Her approach to book design was both
praised and criticized for the same reasons – should the designer be
involved with the content of the book he or she were commissioned to
design? For Irma Boom this may determine whether she will accept
or decline a commission. Successful collaboration between creative
people, as Mau and Koolhaas or Boom and van Vlissingen, can create
something exceptional that might forever change our perception of
book design.
69
Fig. 14. Irma Boom,
Hidden title of the SHV book, 1996.
Fig. 15. Irma Boom,
Workspirit Six, 1998, 144-145.
Fig. 16. Irma Boom,
Workspirit Six, 1998, 146-147.
Fig. 17. Selected spreads from Otto Treumann, 2001.
Fig. 18. Irma Boom, No. 5 Culture Chanel, 2013.
CHAPTER
THREE
BOOKS OF
THE FUTURE
BOOKS OF THE FUTURE
To this day, Irma Boom has designed some three hundred books,
and in recent years she has been receiving top commissions for other
important projects not necessarily connected with book design. In
79
2012 Boom designed the new visual identity for the reopening of
the Rijksmuseum in Amsterdam. Her latest commission involves
designing the pedestrian tunnel that will run under Amsterdam
Central Station. Besides these projects, Irma Boom also redesigned
the UN Headquarters’ interior of the North Delegate Lounge.114 Irma
Boom’s name has become a synonym for innovative design that keeps
on pushing the boundaries of the traditional book design, while
respecting its long-lasting tradition. In this chapter I will look at
Irma Boom’s book design of the twenty-first century.
113 Alston W. Purvis and Cees W. De Jong. Dutch Graphic Design: A Century of
Innovation (London: Thames & Hudson, 2006), 389.
114 Beekmans, 2012.
3.1. THE NEW MILLENNIUM
In the past five hundred years or so, the history of the book has
changed in more ways than one, but these changes never threat-
ened the physicality of the book as an object. The basic structure of
the book - its paper/parchment, script/typeface, ink and binding -
was never threatened. The traditional book adapted its form to any
technological and technical developments while keeping its core fea-
tures. The twenty-first century’s electronic book was the first real
threat to the physicality of the book. For some, digitization brought
the five hundred-year-old Gutenberg era to an end,115 while others
see this development as an environmental achievement that could
only contribute to our way of living.
The new millennium has changed many aspects of our lives as well
as the process of book production, and for some designers it created
an opportunity to redefine the printed book.116 Computer hardware
and software developments combined with the explosive growth of
the Internet created new opportunities that were not possible in the
80
115 Jason Epstein, “The End of the Gutenberg Era,” Library Trends (vol. 57, no.1,
2008): 8.
116 Beekmans, 2012.
117 Purvis and De Jong, 2006, 488.
118 Fawcett-Tang, 2004, 188.
prize money, an exhibition and a publication to exemplify Leipzig’s books of
tradition as a historical center for quality print work and the fostering the future
of book arts. The winner is given the opportunity to produce a book
entitled Gutenberg-Galaxie.119 Boom was not interested in design-
ing a book about her book design, and a student from the Academy
of Visual Arts in Leipzig accepted the commission.
81
be folded in the middle. Once folded, the volume becomes a brick-
shaped book that can be read in two different ways: as a single 416-
page book, or as two 208-page books.120
123 Kenya Hara, Designing Design (Baden: Lars Müller Publishers, 2007), 201.
124 When using the term ‘simulacra’, I refer to Jorge Luis Borges fable in which
the cartographers of the Empire drew up a map so detailed that it ended up cov-
ering the entire territory. In this analogy, the e-book represents the map that was
believed to be the exact replica of the original. The e-book uses all the features of
the book, such as page layout, typography and the basic structure of the book with
its division into chapters, titles and indexes. The second stage of this might occur
when the e-book will be referred to as a ‘book’, and gradually take the meaning of
the original object whilst inevitably destroying it – just as the map destroyed the
beautiful Empire.
125 Silverberg, 2011.
which a book is judged. In his introduction to the judges’ report of books of
1993, Lucas Bunge also insisted that the quality of the form could the future
only be tested against the content.126 It was soon realized that the
traditional book should not compete with its digital twin, the book
should offer the reader something that the e-book will not be able to:
the reflection of the book’s content in its physical form. Irma Boom’s
books, their almost sculptural appearance could not be transferred
into a digital form, nor should they. Irma’s books have to justify their
existence in physical form before accepting the commission and
designing the book.
83
in Paris, contacted Irma Boom and the two women met in Paris to
discuss the commission. This collaboration proved to be successful to
all involved in the project. In 2007 Sheila Hicks: Weaving as Metaphor
was named ‘Most Beautiful Book in the World’ at the Leipzig book
fair, the book became a bestseller and exposed Sheila Hicks to new
audiences.127 The success of the book led the Museum of Modern
Art in New York (MoMA) to include Irma Boom’s books as part of
their permanent collection in their department of architecture and
design collection.
126 Wigger Bierma et al., De Best Verzorgde Boeken 2003 (Amsterdam: CPNB,
2004). The Judges’ Report does not have pagination.
127 For the video and images of the book, please visit http://www.book-as-art.
info/sheila_hicks.html.
Sheila Hicks: Weaving as Metaphor is considered by Irma Boom
as the manifesto for the book, and a living proof that a book can sur-
vive in the digital age. This book was added to Google Books and
available for inspection online,128 however the digital version of the
book fails in every possible way in comparison to the physical book
(fig. 20). By examining the digital edition, it appears that the design
is fairly conventional. The book begins with an informative essay by
the art critic Arthur C. Danto ‘Weaving as Metaphor and Model for
Political Thought’. The essay is presented to the reader in a very leg-
ible typeface printed in large letters that gradually decrease as the
reader continues reading. The essay is followed by over one hundred
images of Sheila Hicks’ miniature works on the right-hand page,
and a brief description of the work on the left page. The digital ver-
sion presented by Google Books demonstrates the inability of cer-
tain books to be translated into a digital form. The design appears
conventional, neat and certainly does not justify its title as ‘the most
beautiful book in the world’ (fig. 21).
84
85
more mentioning of the termination.129 In 2006 Sheila Hicks: Weaving
as Metaphor was published and since then it had three reprints. The
sculptural features of the book, its awareness of the change in the
history of the book, and finally the new approach to book designed
proved that printed books could survive in the digital age.
131 “Dutch Profiles: Irma Boom,” DutchDFA, 2012 accessed August 1, 2013.
http://www.dutchprofiles.com/profile/361/irma-boom.
132 For the video and images of the book, please visit http://www.book-as-art.
info/biography_in_books.html.
3.5 THE BOOK AS A MONUMENT books of
the future
2010 was a successful year for Boom. A retrospective exhibition
of her oeuvre was held in her city of Amsterdam, and her latest com-
mission was finally published: James Jennifer Georgina ( JJG).133 It was
the British graphic designer, Allen Fletcher (1931-2006), who rec-
ommended Boom for this project.134 The book tells a personal story
of the Butler family. In an attempt to save her husband from alcohol-
ism, Jennifer Butler decided to take her husband James on a world-
wide journey. The journey took place in 1989-1999 and each day the
family was separated, Jennifer sent a postcard to her little daughter,
Georgina who was left at home and was looked after by her nanny.
The story of the Butler family is told in this beautiful yellow brick-
like object. The book’s 1200 pages were carefully bound in an inno-
vative binding method of a threefold embossed spine. The entire
cover and the edges of the book were silkscreened in a radiant soft
neon yellow glow, while the book was protected by a dark grey box
with the book’s name imprinted on the top. The revolutionary spine
87
designed by Boom allows the book to stay flat open on any given page,
and when open in the middle, the book turns itself into a beautiful
sculpture (fig .22).
The concept of the book and its content were carefully constructed
by Irma Boom and the Butlers to serve as the family’s memoir. In this
book Irma demonstrated once again her unusual way of storytelling.
The book is divided into three parts: two hundred and ten selected
postcards reproduced in their actual size, both front and back, along
with other four-hundred miniature reproductions. Jennifer wrote
1136 postcards to her daughter Georgina for each day they were apart.
133 For the video and images of the book, please visit http://www.book-as-art.
info/james_jennifer_georgina.html.
134 Interview, accessed on August 1, 2013, http://jamesjennifergeorgina.com/
interview.html
Due to Jennifer’s handwriting, the text is also printed next to each of
the postcards reproduced in the book. The second part of the book
transcribes twenty-one very intimate conversations between the
Butlers ten years after the journey ended. The idea of adding these
conversations was conceived by Boom, and the conversations were
not edited by the family for this publication. The final section of the
book reproduces the family’s photo album.
Irma Boom was not the only internationally acclaimed name that
was commissioned for this project. Erwin Olaf, the celebrated Dutch
photographer, was commissioned to create the family’s portraits
for the publication of JJG. The three portraits are reproduced in the
first pages of the book, the family members all depicted separately:
Jennifer, the patron of the book, standing next to the unbound proto-
type of the JJG; James positioned next to a chair, and Georgina is the
only family member that is looking directly at the reader. Soft yellow
light at the background and the dark clothes three of the Butlers are
wearing, form a unity between the portraits.
88
89
appears to be entirely white without any content (fig. 18). A closer look
reveals embossed pages with illustrations and hand-written text.
The concept and the design of the book were executed by Boom. For
this book Irma wanted to create a mysterious feeling of both pres-
ence and absence. Just as the perfume, Boom created an illusion of
something that ‘you do not see, but at the same time it is there’.136 Just
as other case studies presented in this chapter, this book cannot be
translated into a digital form. The texture of the pages and the light
feel of the book could not be translated into photographs or even
video; No. 5 Culture Chanel is all about experiencing the pages of
the physical book.
135 For the video and images of the book, please visit http://www.book-as-art.
info/chanel.html.
136 Irma Boom, “No. 5 Culture Chanel: Interview with book designer Irma
Boom”, May 2013, accessed August 1, 2013. http://www.youtube.com/
watch?v=J3kwJOm75j8.
3.7 CONCLUSIONS
91
137 Bierma, 2013. In his interview with the author, Prof. Bierma used the meta-
phor of the horse to demonstrate our current attitude towards books: ‘the history
of the book has something in common with the history of the horse – once it was
in the center of society, and now it is being cuddled by girls in the periphery.’
92
93
99
manuscripts that previously were never on display. The British
Library, together with other important libraries around Europe,
held workshops allowing people from all over the world to learn
about their future plans concerning the research of manuscripts
and their connection to other libraries around the globe that had
the same agenda.
101
specific characteristics. For the first chapter I knew that the stamp-
books had to be discussed for their unusual way of communication,
and the SHV books had to be part of the second chapter. Sheila Hicks
was expected to appear as an example of the books of the new mil-
lennium, but other case studies were chosen in connection to a cer-
tain issue raised in each of the three chapters.
Each chapter of the book dealt with a specific problem. The first
chapter dealt with legibility, the second chapter questioned the new
role of the graphic designer and its consequences, and the final chap-
ter attempted the nearly impossible task of writing history in the
present. Every chapter is presented as an independent research with
its own questions and conclusions. Additional chapter presenting an
interesting argument about the books designed by Irma Boom will
not harm the structure of the paper and will only contribute to this
study. Boom designed many books, and a great percentage of them
deal with an interesting problem or new way of communication.
Jan Tschold’s Penguin paperbacks are design icons. In the late nine-
teen-forties his strict guidelines set high standards for the book as a
mass-produced product. Yet from printing’s earliest beginnings books
did more than bring uniformity to the ‘machine á lire’. Fortunately
there were always printers, binders and later also designers who
strove for innovation in type and typography, in the use of paper, in
105
finish and in the relation between image (including photography) and
text. Amsterdam University’s Special Collections Department docu-
ments that graphic evolution from Nicolas Jenson, Aldus Manutius,
Albert Magnus, John Baskerville, Giambattista Bodoni and William
Morris to El Lissitzky and Jurriaan Schrofer. That is what makes the
2003 acquisition of Irma Boom’s ‘living achieve’ so important: she
too explores new paths in the tradition. Boom’s design and editorial
style emerge from her own individualistic ideas, which bind content
and form inseparably. That makes her work unique.
Irma Boom (b. Lochem, 1960) studied at the AKI academy of fine
art in Enschede. She originally wished to become a painter, but at
the academy a love of book design quickly took root and grew. She
graduated as a graphic designer, and on Jurriaan Schrofer’s advice
she began work in 1985 at the Government Printing and Publishing
Office (SDU) in The Hague. Her first commissions, still as a trainee,
were for the corporate identity of the Ministry of Welfare, Health and
Cultural Affairs, whose logo was designed by Walter Nikkels. The
collaboration with Nikkels inspired her. In her early years, one can
certainly see his influence and that of other leading figures in graphic
design, but Boom soon set off on her own tempestuous course. That
is clear in the annual reports she made for the Dutch Arts Council for
the years 1987 and 1988. These commissions, which gave her a free
hand, show several design elements that were to appear repeatedly
in her work. Her report for 1987, for example – inspired by the art
magazine Wendingen - shows foldouts, leaves with the fold toward
the fore-edge (as in Japanese binding) and the cut edges of the book
block printed in a single color. Noteworthy in the report for 1988, in
addition to its full-page color compositions, is the wide range of sizes
of type used for the continuous texts, set in extremely long lines and
printed in three colors.
107
who turned to Boom to design the catalogue of the next Best Book
Designs, for 1989. She presented a rock-solid plan. By using paper
that was glossy on the side and by trimming the margin slightly
closer on every second leaf, she allowed the reader to flip through
the leaves from front to back for for the jury reports or from back to
front for the full-color glossy images of the books selected for prizes.
At Boom’s request, the often blandly interchangeable jury reports
for the awards were replaced with excerpts from the jury’s deliber-
ations, providing unmatched insights into the selection process. For
Boom this astonishing catalogue remains one of her personal favor-
ites. Her relations with the CPNB continue to this day: she designed
their house style and produced the basic plan for one of their annual
public events, Manuscripta.
After more than five years, Irma Boom left her employer. Anthon
Beeke had roused her to action and in 1991 she set up as an indepen-
dent designer in Amsterdam. Her work at Yale University’s School
of Art, where she is presently Senior Critic, offered new challenges.
She deliberately limits the personnel at her office to a minimum. With
generally only one permanent employee the Irma Boom office never-
theless has about fifteen book projects in various stages of comple-
tion at any one time, along with many other commissions. From the
outset most of her commissioners came from the cultural world, such
as the art centers De Appel (Amsterdam) and Stroom (The Hague).
She produced numerous publications (mostly small catalogues) for
De Appel from 1990 to 2005. One of their finest publications is cer-
tainly the modest The Spine: seven separate quires help together by
the long threads of the sewing in the folds.
This is a book made for non-linear reading, for browsing, and page
numbers are therefore deemed unnecessary. That ‘digital’ character-
istic is strengthened by the rendering of the wide variety of images
as if they were stills from a video. Lots of more or less hidden graphic
treasures await discovery there. The title on the white linen cover, for
example, becomes visible only after intensive use. More remarkable
and truly spectacular is the trimmed edge of the book block: fanned
slightly in one direction it shows a field of tulips, in the other Gerrit
Achterberg’s verse poem, ‘De Bolero van Ravel’. The exploration of
109
such book edges has become one of Boom’s trademarks. The book
never appeared on the market, but was distributed to shareholders.
In addition to the English edition, it appeared in a Chinese edition
bound in black linen.
For the production of her books, Boom prefers to work with a fixed
group of innovative firms she can trust, including Resbeek, which
unfortunately had to close in 2008. She never lets the prevalent tech-
110
niques of the graphic industry limit her initial plan. Only by break-
ing through them, she believes, can the book medium retain its vital-
ity. But however complex the technical execution may be, she never
considers hand finishing as an option: she uses industrial produc-
tion as a matter of principle.
111
than about its subject – but that problem can easily arise with a book
about a colleague designer. One reviewer found the repeating ele-
ments extremely annoying and headlined his review, ‘Treumann
battered into patterns’ (Eye 42, 2001).
per. Boom had already invented the ‘color bar code’ for Experiencing
Europe (2000) a few years before Kleur/Colour. This is a collection of
essays on the European unification, published by the European Centre
for Work and Society. The flags of the countries in the European Union
appear on the cover, and on the dust jacket they have been integrated
to form a single pattern of vertical stripes. This subtly reflects the
theme of the publication in graphic form.
113
has won international prizes, and the third edition appeared in 2010.
It brought both artist and designer recognition, and led the Museum
of Modern Art in New York to include Boom’s work in their perma-
nent ‘Architecture and Design’ collection.
Irma Boom has said she works from the outside to the inside. Most
graphic designers do the opposite: they begin thinking about finish
and choice of paper once the layout is complete. An extreme example
of working from outside to inside is the 2010 catalogue Steven Aalders:
Cardinal Points. The book has the exact dimensions (including even
114
In the digital era Boom’s work clearly shows that a printed book is
a tactile object with its own intimacy. Panguin paperbacks are well
suited to digitization, but what would survive from Boom’s work if
it were rendered in Google Books? It is simply not possible to sep-
arate the form and content. For Irma Boom the possibilities of the
printed book have by no means been exhausted. And she always
works toward the ultimate book.
115
Quoted in Mathieu Lommen, Ontwerpen & opdrachtgever: Harry
N. Sierman & Querido, Reynoud Homan & Wim Quist, Irma Bom &
Paul Fentener van Vlissingen. Amsterdam: Amsterdam University
Library, 2005.
116
APPENDIX 2
117
names of all those outstanding personalities and institutions, who
since 1959 were deservedly honored with the Gutenberg Award of
the city of Leipzig, an award, which is paid great attention interna-
tionally, thus the reach and the significance of this year’s honoring
is an event, which, besides the recognition of the person, is an act of
actually innovative power and quality, which honors the immedi-
ate present and points towards future.
If one tries to understand what one sees, the knowledge and the
analysis of the past are indispensable. The twentieth century, which
still is our next neighbor, showed design in all areas ways, often with
sheer brute force, but also frequently with convincing and sustain-
able results, to break away from the slowing down embrace of lim-
iting patterns from the past and to encourage the respectively new
generations to new creative power of expression in their time. The
reception and acceptance of unspent esthetic information and inno-
vation, which was enabled by that, was an essential driving force
of the Modern Age in the 20th century, which was inseparably inte-
118
grated into our daily life. Despite of that, forms were favored and
mandated often by the respectively dominating social circumstances,
which offered no new way, but were to support over-attentive trivi-
ality only. Or, like for example in the present, in which the aesthet-
ical vision is often substituted by rapid turbo design, which lacks
any search, any experimenting, and which is made only to quickly
achieve financial successes.
Since as fast as one often has to think today, relevant new design
absolutely cannot be created. When we consider, that the most used
signs of our communication besides speech, are the letters, which
base on forms from the times of Renaissance and earlier, it becomes appendix 02
clear, that there are only few extraordinary and changing creative
models, which continue the development. And it is a matter of find-
ing them out or preparing them.
119
self from being average. This is, to not leave it unmentioned, achiev-
able with hard work only, and not with supernatural inspirations or
excessive enjoyment of leisure time, as could be wrongly assumed.
Where the designer Irma Boom will lead us with her works in
future, we don’t know, and she still cannot know it either. But some-
one, who in such a short time made such incredibly good and signif-
icant work, deserves it, that the attention is drawn to it, that these
works are awarded and exhibited, that it is tried, to re-enact and
understand these realized thoughts on design. And when one wants
to comprehensively think about the work of Irma Boom and wants
to understand it, a remark on the place of origin must not be forgot-
ten. In few regions of the world, such an amount of extraordinary,
exemplary, emancipated design contributions was created like in The
Netherlands in the twentieth century. This probably is due to how
education for design is handles here, how it is taught and accepted
and how design is integrated into this row of trend-setting person-
alities (and twenty, thirty, forty names could be stated here illustri-
ously, which are internationally praised and esteemed, which char-
acterized a style and had influence, and still do or have), well, that
Irma Boom is extremely well integrated into this row of brilliant
Dutch designers and continues this row in the twenty-first century,
too, which she deserves very much and for which we have to con-
gratulate her warmly.
121
sible preserver of the effort for the new and for the future aspects in
design. It is therefore a logical and delighting decision, that she was
honored with the Gutenberg Award of the city of Leipzig. Concluding
I would like to congratulate the jury and the city of Leipzig on this
far-sighted and also courageous decision, to introduce Irma Boom
in the selection of the Gutenberg Award winners.
Fig. 1. Dummies of Irma Boom’s books. Irma Boom: Book Design Exhibition, 2009, Museum für
Fig. 2. Irma Boom, Nederlandse Postzegels 87+88, vol. 2 (Amsterdam: CPNB, 1988), 210-211.
Fig. 3. Nederlandse Postzegels 1977, 1978, 1982, 1983, 1980, 1987, 1988.
Fig. 4. Wim Crouwel, Nederlandse Postzegels 1977, (Amsterdam: CPNB, 1978), 46-47.
Fig. 5. Wim Crouwel, Nederlandse Postzegels 1978, (Amsterdam: CPNB, 1979), 32-33
Fig. 6. Karel Martens, Nederlandse Postzegels 1982, (Amsterdam: CPNB, 1985), 48-49.
Fig. 7. Karel Martens, Nederlandse Postzegels 1983, (Amsterdam: CPNB, 1986), 66-67.
Fig. 9. Irma Boom, Nederlandse Postzegels 1987+88, vol. 1 (Amsterdam: CPNB, 1984), XX-XXI.
Fig. 10. Irma Boom, Nederlandse Postzegels 1987+88, vol. 1 (Amsterdam: CPNB, 1984), XLII-XLIII.
122
Fig. 12. Irma Boom, Nederlandse Postzegels 1987+88, vol. 1 (Amsterdam: CPNB, 1984), IIL-1.
Fig. 13. Irma Boom and Johann Pijnappel, SHV book Chinese and English editions
(Utrecht: SHV, 1996). Photo courtesy of the Meermanno Museum, The Hague.
Fig. 14. Irma Boom and Johann Pijnappel, SHV book hidden title (Utrecht: SHV, 1996).
Fig. 15. Irma Boom, Workspirit Six (Amsterdam: Vitra Nederland, 1998) 144-145.
Fig. 16. Irma Boom, Workspirit Six (Amsterdam: Vitra Nederland, 1998) 146-147.
Fig. 17. Nine spreads, Graphic Design in the Netherlands: Otto Treumann
Fig. 18. Irma Boom, Culture Chanel (Paris: Editions de la Martinière, Abrams, 2013).
Fig. 19. Irma Boom, Gutenberg-Galaxie II (Leipzig: Institute für Buchkunst, 2002).
Fig. 20. Irma Boom, Sheila Hicks: Weaving as Metaphor (London and New Heaven: Yale
University Press, 2006). Photo courtesy of the Meermanno Museum, The Hague.
Fig. 21. Irma Boom, Six spreads, Sheila Hicks: Weaving as Metaphor (London and New
Fig. 22. Irma Boom, Biography in Books (Amsterdam: University of Amsterdam, 2010).
Fig. 23. Irma Boom, James Jennifer Georgina (Rotterdam: Erasmus Publishing, 2010).
123
BIBLIOGRAPHY
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126
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