Travel Guidebook Redesign Case Study pt 3

In 2004, I was given the task to do a complete redesign of the famous Sanborn's Travelog guidebooks. In my first article, I wrote about the projects problem areas and my proposed solutions. In my previous article, I discussed the cover redesign process. In this article, I will go over the books’ revised structure and page layout design.

My page layout design

The first major change in each Travelog guidebook was to restructure the content. This was a long and arduous project in itself. Sanborn’s guidebooks are a mile-by-mile description that takes the reader by the hand and leads him from Point A to Point B. It reads as if the author is the co-pilot, telling the driver to turn right or left after x-number of blocks. Each “log” mentions stores, restaurants and other landmarks the driver will come across along the way. The original structure caused the reader to flip from front to back, to front over and over again. It started each log at the center of each city and spread out, like a spider web, to the center of each adjoining city, and then continued to the next adjoining cities. The process went on and on until the region each book covered was complete. I restructured the content to follow the most common routes used to travel from each U.S. border crossing, to the heart of Mexico City. All the books heading further south would pick up several routes from the “northern books” and lead to the border crossing with Central America. To do this, I immersed myself for several weeks in Mexico maps and of course the Sanborn’s guidebooks. Restructuring the content, reduced the number of page flips the reader had to do, since now you could follow the main routes from the front of the book to the center of the book in order. When you wanted to go from East to West, you could start from the center of the book to the back. I also eliminated many unnecessary entries and updated thousands of hotel and restaurant contact information.

My map design

The second major change I made that would greatly benefit the reader, was to add a column on the outer edge of each page that contains driving instructions. This column was used to highlight specific notes and memos, as well as leave empty space for the traveler to make his own notations. On the original book design, all the notes and memos were placed within the same body text as the driving instructions and only one page was left at the end of the book to write down personal notes. The real beauty of adding this column was that it did not add any more pages to the book, and it added a great useful feature to the guidebooks. Since I was redesigning everything else, I took the time to also redraw 20+ maps per book of various cities, routes and archeological sites, using Adobe Illustrator.

My inside cover design

Another change I implemented to the interior of each book was to utilize the inside cover. I used the inside cover to house conversion tables that would come in handy for U.S. drivers not familiar with Mexico’s metric units of measures, such as miles-to-kilometers and gallons-to­-liters. Doing this helped to reduce print cost and paper waste, as the original inside book covers were left blank and the conversion tables were provided to customers on separate printed cards.

To help entice the reader to travel more, I added several articles at the end of each book that would feature interesting vacation alternatives, such as eco-tourism in a cloud forest or whale watching off the coast of Baja California. Other helpful resources added to each book were common English-to-Spanish translations and a visual directory of common road signs in Mexico.

It took months to redesign each 200+ page book from top to bottom. The entire redesign process consisted of restructuring travel log segments, drawing maps, editing the entire book, and redesigning the layout and cover art.  I also poured through thousands of images and related travel articles to complete each book. Although I had constant feed back from Sanborn’s president and managers, most of the time it felt that I was a one man Editor/Art Director/Graphic Designer.

Thank you,

Pete C.

Brainwerx Design

If you liked this article you may also enjoy:
Travel Guidebook Redesign Case Study, part 1, Travel Guidebook Redesign Case Study, part 2,

Travel Guidebook Redesign Case Study, part 2

Original book cover design

In 2004, I was given the task to do a complete redesign of the famous Sanborn's Travelog guidebooks. In my previous article, I discussed the projects problem areas and my proposed solutions. I had originally intended this topic to be 2 articles long, but as I wrote the text below I realized that there was no way I could do that and keep this article from being overwhelmingly long. So I have chosen to write about the cover redesign process in this article, and I will write about the books’ structure and page layout in my next article.

The original 6 Sanborn's Travelog covers had the same unattractive color combination; Orange, yellow & brown. Each book also featured a map of Mexico on the front cover with the only difference being a pink highlighted area that would indicate which region of Mexico each particular book would target. At a quick glance, all 6 books looked exactly alike.

I will use the first guidebook, Mexico’s Northeastern Routes, as an example of how I tackled the book cover redesign.

My front cover redesign

I proposed to the Sanborn’s president and managers that we should use a photo of Monterrey, NL, on the cover, since it is Mexico’s 3^rd largest city, and 2 of the 3 routes entering Mexico in this book pass through it. This image would feature a white border and drop shadow to give the look of an actual photograph. I did this to portray the feeling of collecting memories. After pouring over dozens of images, a nighttime scene was chosen. Since the region this book targets has modern, colonial and archeological tourist attractions, I choose an image of a woven zarape, for the background, to represent the multi-cultural and historical beauty travelers would come across. Where the previous cover design had a bold san serf font for the title, I chose to go with a thinner, more flowing type style. All images, logo and title were executed using Photoshop. All other elements were later added in using Illustrator, to secure clean, crisp line rendering.

Since Sanborn's publishes their own books, it was essential that their logo stand out in the front cover to maximize their branding efforts.

To help readability of the covers' spine, I used the zarape image on the top edge, but flooded the rest with a dark blue color (used in the front cover) to allow the text to stand out.

My back cover redesign

I moved the large map on the front of the original cover designs to the back cover and made it much smaller. The decision to keep the map was as much for the agents who sell the books as it was for the customers. With this simple map, everyone would be able to easily tell which route each specific book was intended for. The back cover would also don a small photo of a Veracruz folkloric dancer that would help affirm the region the book targets. The background was kept to a simple, smooth blue-to-white gradation with the zarape image appearing on the outer edge. The last graphic element added was the books bar code. Not pleased with placing a standard barcode on my cover design, I chose to convert it into the bottom portion of a zarape. This image would be used on all books and would include Sanborn’s stylized sombrero and the number of years the company had been in business, to be updated with every reprint. Last but not least, I included a text summary of the features and benefits the book offers, as a “personal guide”.

The second book I redesigned, Northwestern Routes, showcased the Chepe train that runs along the famous Copper Canyon (it is actually 4 times larger than the Grand Canyon in Arizona). Although the canyon is quite famous, I wanted to bring attention to an amazing landmark that many travelers had still not visited. My third cover design was for the Baja peninsula. This cover design sports an image of tourist reaching out to touch a grey whale. I had chosen this image to show traveling families that Baja is not only a Spring Break destination. Several west coast cities in Baja are well known for their whale watching tours.

Unfortunately I was only able to redesign 3 of the 6 books in the series because the company had me redesign their website halfway through the project. You can see my 3 cover redesigns and the remaining 3 untouched covers here.

Thank you,

Pete C.

Brainwerx Design

If you liked this article you may also enjoy: 
Travel Guidebook Redesign Case Study, part 1, Logo Design Case Study: Arriba! Mexican Insurance