The Rule Book

When someone is made a Freeman of the City of London they are presented with a small book entiltled: Rules for the Conduct of Life. This book was written by a former Lord Mayor, Sir John Barnard (circa 1740).

St Lawrence Jewry is the official Church of the City of London Corporation and ArthurSteenHorneAdamson were commissioned to produce a new design for the publication of this modern version.

Although there is only one book, they produced a series of eleven different coloured dustjackets (8pp) which wrap around the "real" 4pp cover and which makes a set. Each dustjacket is titled differently referring to a particular rule inside. The dustjackets are tint layed, printed in CMYK all on Colorset White 120gsm. The generic 4pp cover is on Colorset Bright Red 270gsm and hot foil blocked in gold metallic foil. The 64pp text (which looks beautiful) is printed on Offenbach Bible 60gsm.  The text was printed as CMY and used PANTONE black 3U as the 4th colour to get the crispest text. The text was printed in four colour, not because there are any pictures or illustrations, the text is all in crisp black and red, but there are some divider pages between sections which again are tint layed solids - they adjusted on press the mix for the divider pages to closely match the dustjackets. The size is A6 portrait. A well thought out and very cost effective solution.

Design is by AthurSteenHorneAdamson. Creative director is Marksteen Adamson, designer was Joe Hole and the project manager was Katy Hudson. The excellent print and production, including foiling, is by R.Young and Sons, based in Croydon. They are one of the few printers who have their own hot foiling machinery.

Although this may seem like a very old fashioned set of rules, they are amazingly pertinent to today's life. Rule 24 looks like it was especially written for me: "If you are very busy, don't panic: sort out the priorities and do one thing at a time". Easy to say, not so easy to do!

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Posted by Justin Hobson 12.01.2011