A Picture of a Man Who Uses the Word ‘Beautiful’ More than ‘Fake News’…
Donald Trump has been called many things, from Orange Meanie to the greatest president since Reagan. I was surprised to hear the author describe him as elegant. In this beautifully produced book that sits proudly on my coffee table, she makes her point convincingly.
The author credits Trump’s aesthetic to his career as a builder, where he focused on creating well-known architectural icons like Trump Tower in New York, the latter lobby won glowing praise from the architectural critic of The New York Times, of all places.
Ms. Logan has a deep understanding of all the components of branding, from Trump’s most extravagant buildings to his hairstyle and the length of his ties, from his huge rallies to the grammatical structure of his tweets, and the jagged calligraphy of his signature.
They add up to a picture of a man who uses the word “beautiful†as many or more times than he uses the words “fake news.†By dissecting the structure of his tweets, which follow classic Aristotelian patterns (don’t laugh, she proves it) and the reason for his overly long red ties, she shows that Trump’s personal brand is consistent from top to bottom.
The book itself proves that form follows function. It is a beautifully produced coffee table book with over 150 images of Trump and the world he created. With its classic typography, it’s a book you can leave open on virtually any page. But my favorite is the center spread of the book. In Chapter Five, The Red Tie, she has bound a slim ribbon of red silk between the pages. What a graceful touch.
Ms. Logan has also made a condensed Kindle version of the book, and while it doesn’t have the hardcover’s physical presence, it has the same impressive story and visuals, and is much more portable. It would be the perfect airplane read.
That leaves only one thing left to mention; the quality of the writing. In a word, it’s elegant.
July 20, 2022–Greg Karraker, advertising creative director and author of The Little Picture: How Liberals, Progressives, and Twits in Local Governments Are Strangling America, and What to Do About It.
