For People Who Give A Damn! Some GOOD news

For People Who Give A Damn! Some GOOD news

Were you handed something different while paying $5 for that Mint Mocha Chip Frappuccino blended coffee drink this morning?  I'm not talking about someone's wailing kid, I'm talking about the premiere of GOOD SHEET.

It's election season and GOOD MAGAZINE is flexing their info graphic muscles by bringing us the issues, 1 election topic per week, for the next 11 weeks, designed by 11 independent designers, collect 'em, trade 'em, talk about 'em.

I asked Casey Caplowe, the Creative Director of GOOD MAGAZINE, to tell me a little about the genesis of the GOOD SHEET.  "This is definitely one of the things I'm most excited about.  We were looking for a partner for something like this and Starbucks loved the Transparency section of GOOD (which was nominated for a National Magazine Award last year) and were looking for a way to bring interesting information into their stores."  Starbucks has collaborated with GOOD before; Jonathan Greenblatt, CEO of GOOD, is a former VP there and is a model to some on ethical corporate development.

The GOOD SHEET couldn't hit at a better time.  Each of the 11 broadsheets brings you stats, charts, and even suggested solutions surrounding this year's election.  The look of info graphics is of course what GOOD is famous for, but Caplowe said they had to impose some additional design rules for this project as the GOOD SHEET exists outside the magazine and is printed on newsprint; in Transparency designers are generally given almost total design freedom.

Today's topic is Carbon Emissions by design firm Iconologic, future editions will be designed by KarlssonWilker, Hank H. Huang, Number 17, Nigel Holmes, Open and others.

I asked Scott Stowell, the proprietor of Open as well as the Design Director of GOOD, what it was like creating a GOOD SHEET.  "For us it was exciting to work on such an important topic (the closest elections ever) that will be released at the perfect time (just before the election in November) to have a positive impact (getting lots of people to vote).  Plus, it's not that often that we get to print 1.5 million of anything!"

Of course in keeping with GOOD's sustainable printing model, the GOOD SHEET is printed on 45%-50% PCW newsprint paper, and the carbon emissions created in the production of the project have been off set.

Now the bad news:
Although this graphic stunner breaks down tons of nasty statistics in a clear and cocktail quotable manner, and even suggests that consumers (that's you) consider using public transportation rather than adding to the 76% of global greenhouse gas contributed by driving cars and trucks, still this broadsheet is supported by advertising by Saturn.  OK, Saturn is an American automaker, and I'm told they make a fine car, but it's still a car right?  And yes, if this beauty is free for you and me, then someone has to pay for it.  But with the increased price in gas, we hear more and more about people commuting by bike, so why not seek out advertising support by one of America's leading bicycle companies like TREK, or Cannondale, Scott or Specialized? 

It's difficult to criticize GOOD, but I put the question to the GOOD team and will keep you posted.

Does GOOD have any plans for future brand extensions?  Turns out they do: this weekend you can find a mini GOOD booklet tucked in the Sunday New York Times Magazine, sponsored by, ahem ... Mini Cooper.

Find the Carbon Emissions GOOD Sheet here:
And follow the issues on the latest GOOD Sheets as they go live here.
GOOD Magazine can be found at
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