A Brief on Quality

PHOTOGRAPHY When our photographers expose a frame with their panoramic camera, generally no more than a fraction of a second is involved. We tend to forget the long period of preparation that goes into the making of each image. The search for motifs alone often entails months of travel for our photographers, who cover distances that, placed end to end, would encompass the planet several times over. On the other hand, a concept may be simple yet highly creative: when Horst Hamann rotated his panoramic camera through 90 degrees in New York, from the normal horizontal vantage point into the vertical, he captured images of a kind visitors to the city may have experienced but had never seen so graphically captured on paper. So as you can see, preparations for the quality of the photographs published in EDITION PANORAMA begin long before the shutter is released.

REPRODUCTION Perhaps you have had the experience of scanning photos and manipulating them with the aid of software, and found how difficult it is to balance colours and adjust contrasts. Considerably more complex processes are involved inpreparing and producing printing plates. Perfect results are obtained only through an untiring process of trial and error, rejection and improvement. Towards the end of this process, each photographer checks the results, and has the opportunity to alter colours or adjust contrasts to meet his expectations. And so long as the photographer remains unsatisfied, no calendar or book is sent to the printers.

DESIGN Design is great, but it’s a lot of work, is the motto one of our designers has embossed on his pencils. The design of a calendar or book has become no simpler with the introduction of the computer. Great sensibility and experience are still required in the handling of images, typefaces and colours to produce a book or calendar layout that underscores the photographer’s intentions, and at best brings them to perfection. The choice of typeface alone already influences the basic character and mood of a layout. Then come design elements which, perhaps only on second glance, reveal a subtle empathy with the photographer. In his design of the volumes of the EDITION PANORAMA LIBRARY, for instance, book designer Carsten Wolff had a special idea. In addition to the countless details the viewer gradually discovers in the photographs, the books contain such second-glance designelements as the subtle embossing on the back linen cover, which might tend to be overlooked on first sight. As this example indicates, we devote considerable thought to every detail of our books, in order to achieve results that ensure years of viewing enjoyment, and perhaps even hold a new discovery in store now and then.

PRINTING AND BINDING The first obstacle is overcome with the successful reproduction of the photographs. The scans are converted into a very fine screen whose separate dots are invisible to the naked eye. But if you were to view the illustrations, say, in the Paris Vertical volume through a magnifying glass, you would see that the printed image differs from normal printing. The commonly used frequency modulated screen was not employed for this volume. This is evident in the reproductions, which represent the motifs in greater and finer detail than normal, and bring the printed image a bit closer to the original. Once this preliminary stage has been completed, the printing begins, if possible in the photographer’s presence. After all, no photographer would authenticate less than perfect results with his signature, indicating his absolute satisfaction with the project. When it comes to binding the printed sheets, too, nothing is left up to chance. A great deal of hand work is involved in producing the extraordinarily large formats in which EDITION PANORAMA objects are published. The calendar sheets are individually collated to avoid creasing, and spiral bound. Our books are traditionally hand-stitched and often hand-bound, because an experienced
bookbinder’s hand is more precise than even the most modern machines.

PACKING AND SHIPMENT The commitment we invest in our books and calendars extends to their packing and shipment. Many calendars come in a custom-designed, robust cardboard casing that ensures they reach you in perfect condition. In addition, the Infinity and Magnum calendars are wrapped in fine paper to prevent scuffing during shipment. Nothing should mar your pleasure when you open your newly delivered calendar. This explains why there is one thing we seldom have to deal with despite this great expenditure of time and effort – complaints
and claims.