Thirty Seconds to Mars unveil interactive design for new album, 'America'.
Thirty Seconds to Mars have unveiled their new album America, designed by Willo Perron & Associates and art directed by Brain Roettinger. To coincide with the unveiling, the band have transformed the type-based artwork into an interactive generator, offering fans a chance to create their own version of the album cover.
The context of the album's various artworks are based on results from surveys and statistics, minimally designed and colour coded. The word America conjures up all kinds of words and affiliations, more often bad than good. Lead singer, Jared Leto had this to say on the art direction, “For me the lists are almost like a time capsule. Independently they may surprise, entertain or provoke, but as a group they give us a sense of the culture we are a part of and the times we are living in.”
Art director, Brian Roettinger follows a similar design process to one his predecessors (Jay-Z's 4:44) by using dominant text-based layouts and strikingly bold colours. He hails the effectiveness of this method as it “forces the consumer to focus solely on the message without distraction”.