Since the inception of More Than More—a mere twelve months ago—quality has been of the utmost importance.
Whilst driving home from the Leavenworth Drive last year after filming our first dabble in cinema (More Than A Drive), Anna and I realized that we shared a very similar interest and passion for automotive photography. After ranting and raving about this project and that, we decided to combine our efforts—and more importantly, our photographic libraries—and create a mini coffee table book series focused on the subject that founded our business: Watercooled VWs.
The first volume in the series was released at H2O International in September of last year on a rushed schedule that we never, in our wildest dreams, expected to become so accustomed to. With the help of longtime friend, fiend, and fellow photographer, Dan Woolf (and NEW Printing, in Appleton, Wisconsin) we managed to get it done and debuted though, to an overwhelmingly positive response from the community.
On a slightly more relaxed schedule with the production of Volume 2, we were able to convince Mr. Woolf to sneak his camera into the shop and capture a glimpse of how much work really goes into the production of our little books.
To achieve the quality we demanded, the 4-color offset printing process was the only way to go. With a project of such scale (1000 of each volume are printed), the 4-color process provides the utmost consistency in every regard—including color, sharpness, clarity, and saturation.
Every page of the book is turned into four films that are transferred to aluminum plates. Each of the four primary colors—black, cyan, magenta, and yellow—has a separate plate. While our books are overflowing with vibrant colors, each and every one of those photographs is produced using only the four primary colors.
Whilst many magazines and newspapers are printed on continuous rolls and cut to size after-the-fact, our books are printed on large sheets that are individually fed into the press. Each sheet is laid out with six pages of the book to conserve paper.
Every sheet is printed with a color key and registration hashes. After printing, this key is used with a computerized control console to ensure that all the colors are correct to our design specifications.
The registration hashes are also electronically measured to ensure that each of the four plates were precisely aligned, imprinting their respective color in line with the others.
After the printing is complete, it’s time to put the puzzle together. Each sheet is trimmed down to three separate pages of the book and then sorted into the correct order, creating some of the full-spread photographs you’ll find in all of our books.
Once sorted, the books are sent off for binding.
To ensure our books withstand the test of time, the perfect binding method was employed. Providing a durable, unique, and perfect finish, the spines of our books stand apart from the rest, and include color-cordinated titles for each volume’s cover.
After the books return from binding, the next and final step in the process is trimming!
The books are trimmed to their finished size of seven inches squared, creating page after page of full-bleed photographs of North America’s finest Volkswagens and Audis from the past decade.
Stay tuned for the second installment on our coffee table book series, More: Watercooled VWs, exemplifying the heart and soul that goes into every book’s presentation!