The Tower
Loyola Marymount University, Los Angeles, Calif.
CSPA Silver Crown
Theme: Momentum
Adviser: Tom Nelson
Editor: Jenna Parlato
Walsworth representative: Howard Dusek
With the theme “Momentum,” the 2010 Tower honors the history of Loyola Marymount University while looking forward into what the university will become. Every detail of the stories, photos and design decisions within this book was made with the students in mind.
A map of the area surrounding Loyola Marymount University, printed in shades of blue, provides the cover art. The words “Established 1911” hint at the theme found inside: “Momentum.”
Attention to detail and a strong understanding of their audience allowed The Tower staff to tell the story of Loyola Marymount University in a way that appeals to students and provides a comprehensive record of the year.
Every detail of the opening copy of the 2010 Tower was taken into account. In addition to connecting the theme “Momentum” to the lives of students at Loyola Marymount University, this opening copy conforms to the theme rhythmically and visually as well. The rhythm of the copy is quick, sped along by parallel sentence structures and the sentence starter “it is.” Decreasing leading in this opening copy block visually interprets the theme “Momentum” alongside a photo that does the same. The attention to detail on this spread is impressive and sets the tone for the rest of the book.
In a theme-related decision, the staff organized its book chronologically. The theme “Momentum” includes an element of time, and the chronological approach allows the staff to take advantage of this fact. The second spread of the book provides a table of contents that highlights events from each month and introduces readers to the chronological organization.
The color scheme introduced here is continued throughout the book; folios for each section employ the colors introduced for each month on this spread. Font choices made on this spread are also continued throughout the book. These details and the chronological plan provide some structure for readers, as the spreads mirror the college lifestyle it is trying to capture – some spreads have full-spread photos and few words while others are crammed with information; oftentimes three stories share the same spread.
Division spreads each feature a scene from the Loyola Marymount University campus. The photo spans the entire spread and is overlaid by the name of the month represented by that division and a piece of the map. This September division spread includes a photo of Sacred Heart Chapel, one of the most recognizable buildings on campus.
The graphic at the top of each left-side page helps orient readers in this chronologically organized book. A line of colored squares represents each month. In each section, the square representing that month is replaced by the three-letter abbreviation for that month.
Periodic full-spread photos appear throughout the 2010 Tower. Each of these full-spread photos includes a sentence that begins “it is.” This spread, with the words “it is focus” features a student involved in the play Arabian Nights, and relates that focus to the theme “Momentum.” These photo spreads highlight the photography skills of The Tower staff.
Each spread of the 2010 Tower fits in a lot of information. This spread includes stories about Alpha Phi’s charity Halloween party, Beta Theta Pi’s Hallow’s Eve party and women’s basketball. These stories are combined artfully on one spread; headline packages for each story guide readers and organize information.
All of the display type is from the same font collection. Different weights of the same font and graphic usage of the font allow one font to serve many different purposes and provide interest.
