In House Industries: The Process Is the Inspiration ($50),
Cruz joins co-founders Rich Roat and Ken Barber in reflecting on a quarter century’s worth of work. But rather than publish page after page of type designs and logos, Cruz, Roat, and Barber amassed case studies for a handful of notable projects, from a logo for Hermès Japan to a set of designs based on hot-rodding. Through detailed accounts, the designers candidly explore not just their successes but their failures—what inspired them, what tripped them up, and how they arrived at a finished product.
In the case of the Eames font collection, House Industries heeded Demetrios’s advice. “He showed us how to go back and try to build something that wasn’t a regurgitation of something we’d seen before, but a tool that could point to something we love about Eames,” Cruz says. The result was a typeface that channels Eames-ian principles like elegance, sturdiness, and economy of space without parroting any Eames ephemera.
Understanding how to make vintage designs feel fresh has made House Industries popular with clients ranging from the Jimmy Kimmel Show to director JJ Abrams, a House Industries fanboy and author of the book’s introduction. But what Cruz and his colleagues took away from the Eames project is a fraction of what the designers have learned running House Industries these past 25 years. You’ll find a few choice examples of other lessons in the gallery above—and many more in the new monograph itself.