Tavis Smiley LEGENDS - Juan Roberts

This Project is a Shining Moment for Creative Lunacy.
This is one of my favorite assignments in 2008. I had the honor of creating this book cover for SmileyBooks. It is part of the 4 year museum tour, America I Am: The African American Imprint.

Soon after we expanded our services to include mainstream design and branding, I was blessed to meet The Smiley Group.

Our first assignment was to develop the new brand identity for SmileyBooks. Cheryl Woodruff came into my life and the year became brighter.

Not long after developing the logo, I got the call about a project that is the largest design challenge I have faced as an independent -- "Legends." The project originated at SmileyBooks, in the New York office. I was recommended by the Los Angeles team, designed the book in Palmdale, which was coordinated through the printer in San Francisco and production was facilitated in Hong Kong. Whew.

Once I was briefed on the project, the creative flowed immediately. I was sent a few sample images (Ali, Vaughan, Ellington) and the design revealed itself. The book unfolded right before my eyes as I selected fonts, configured quotes and composed layouts. It was effortless.

From cover, through 192 pages of content, the typographical design is woven with the images to depict deep emotions. The design reflects the visual characteristics of the call & response of the words, borne from a rich heritage of African American communication styling.

Typographic boundaries were broken from the typical photo book. he quotes and portraits are infused with tasteful color treatments and vintage black & white images of my people. Each quote, image and life elucidates the richness of what makes America ... America.

This project covers over 100 years if American history featuring Black folks that crafted the persona of this nation.

“America I AM Legends revels in greatness—a people’s struggle and triumph manifested through unforgettable portraits of true luminaries ...
SmileyBooks has created its own Legend.”
—Dr. Cornel West

Thank you to the team at SmileyBooks, especially Cheryl Woodruff, Denise Pines and or course Mr. Smiley. Recent,y, during a private reception for Tavis' "State of the Black Union," he personally told me that he "loves the book ... it is a work of art." Very cool.

The book has gone into full distribution, so you can find it pretty much anywhere—WalMart, Amazon, Barnes & Noble, etc.

Book Specs:
- hard and soft cover versions
- 192 pages cover-to-cover
- 75 historic African American leaders and powerful quotes from the more about them and their imprint on the world
- 100 years of amazing history
- check out the museum tour at americaiam.org