Taking into consideration the feedback from the primary designs, the two selected concepts were then re-worked. The secondary designs are shown below.
Design 1
First, working further with the concept of the box motif, this was expanded to introduce the idea that the book itself would provide a window into a world that is unknown to the majority of readers, and incorporating a box into the cover design would provide a visual metaphor for this. Creating a texture reminiscent of stars within the box creates a sense of depth, and something beyond, which draws the viewers eyes further into the design. A mix of modern and retro typefaces creates a link between the significant history of the book and its inevitable future to remain one of the most important books of our time. The addition of curved text creates a sense of motion, progression, a journey that the reader must take to discover this new universe.
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Feedback for these designs indicated that a purely black and white colour scheme created a bigger visual impact for the viewer. Coloured sections of text drew were deemed unsuccessful the eye almost erratically around the cover rather than allowing the viewing to take in all of the information at once. Each variation of the black and white designs uses a different combination of typefaces and stroke/fill. When asked which type treatment was the most successful it was agreed that version 5 created the most legibility, however it was noted that the design would be stronger if Hawking's surname was a solid colour rather than just a stroke.
Design 2
Expanding on the concept of a retro-futuristic aesthetic, multiple variations of the second design were created. The final variant incorporates an additional background grid pattern and a more subtle treatment of the metallic effect type.
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Feedback on these designs concluded that the third variation was the most appealing. The patterns created by the silver metallic type provide a good reference to the interpretation of the material of the universe, as well as being reminiscent of the kinds of materials used for rockets. Some noted that it reminded them of old-school NASA aesthetics, which gave them a sense of exploration, and appealed to them as a potential new reader.
When asked to select the most appropriate design for the competition, the majority of peers felt that design 1 would have the most success. However many also stated that being able to critique the design of the full jacket, rather than just the front cover, would help them form a more accurate idea.