presents

1. The double-medallion style is reminiscent of early consumer goods-packaging. This technique works quite well as a design detail to acknowledge Leo Burnett’s years of existence and to frame an image of Leo himself. The side-profile portraiture common to coin design hints at our piece’s keepsake quality. To help give the emblem a less-refined look (in keeping with the pre-digital era), the objects are imperfectly spaced.

2. Back in the day, technological innova-tions such as “Stereophonic” and “High Fidelity” were treated as important call-outs. This aspect is a mainstay of vintage record design.

3. “The more things change, the more things stay the same.”—the theme of our 78th Anniversary is typeset in a geometric face to complement the circular medallion.

4. We were suprised how important the catalog code is to the record design. Although small and unassuming, it’s a key detail that completes the album design. We couldn’t live without it. (Can you figure out what “LBCO78” stands for?)

5. The album title helps express the identity of our anniversary. The big, bold, straight- forward typography—not uncommon in today’s design—appropriately bridges the old with the new.

6. This record is an oxymoron—so we weren’t shy when the time came to open our design box and layer contrasting typefaces against each other. This is another example where elements were purposely considered and inspired by the imperfection we find so appealing in old album art.

7. Hey look, it’s Leo! Unearthed from our archive, we love how this image captures the hustle and bustle that hasn’t changed all that much in 78 years.

8. The circular form is timeless and still commonly used by today’s designers. Like the Leo medallion, we wanted to recreate another detail that would feel at home alongside other vintage recordings.

9. Truth be told, we don’t know if this record is actually Hi-Fi. But we are sure that “auricular sensation” is a very impressive blurb.

©2013 Leo Burnett Worldwide

1

3

4

8

9

65

7

2

front cover

Designed by D e p a r t m e n t o f D e s i g n / L e o B u r n e t t C h i C a g o

78LB Album Design—The more things change, the more things stay the same. This mantra rang true as we sought to create a modern interpretation of classic record designs for our commemorative anniversary disc. Let’s take a moment to geek out and break down the anatomy of our record cover to celebrate bygone eras and reaffirm our appreciation for a

format that has aged so beautifully:

2

4

5

6 8

7

3

1

78LB Album Design—The more things change, the more things stay the same. This mantra rang true as we sought to create a modern interpretation of classic record designs for our commemorative anniversary disc. Let’s take a moment to geek out and break down the anatomy of our record cover to celebrate bygone eras and reaffirm our appreciation for a

format that has aged so beautifully:

presents

1. The justified paragraph style is rather common in old record design, so we decided to mimic that as well.

2. Besides resembling old paper stock used on bundled books of 78 records (hence the word “album”), this type of marble also happens to be found throughout our building—and elevators—at 35 W. Wacker.

3. “Stereo” is another example of a tech-nology call-out in old records. We could’ve called this “Ultrasonic Sound,” but we’re just modest folks here.

4. Borrowed from promos in compact disc format.

5. Always look for this seal of quality. It means everything.

6. Cha-ching! But you can’t sell it, remember?

7. Arrows point dear audiences in the right direction.

8. Made with pride at this location. All the other records do it.

back cover

©2013 Leo Burnett WorldwideDesigned by D e p a r t m e n t o f D e s i g n / L e o B u r n e t t C h i C a g o