Arroyo Seco: Route and Place is a 60-page book designed and produced in Brad Bartlett’s class at Art Center College of Design in Pasadena California during the Spring 2007 Term. The book is a historical article contrasting the modern day state of the Pasadena I-110 Freeway to the original utopian conception as the Arroyo
Opening in 1940 as the first ever high-speed, limited access highway in the West, the Arroyo Seco Parkway combined the values of route and place. Both transportation efficiency and aesthetic delight were inseparable goals when the parkway was first built. Evolution of the parkway into a modern day freeway has led to problems by overemphasizing the speed of the route and ignoring maintaining the beauty of place.
The main text is from a Spring 2005 article from California History by Anastasia Loukaitou-Sideris and Robert Gottlieb. Historic photos were from the Los Angeles Public Library Photo Archive and University of Southern California Digital Archive. All other photos are by Timothy Moraitis, shot in the Spring of 2007.
Role: Concept, Design, Photography, Production
Software: Adobe InDesign, Photoshop
Designer: Tim Moraitis
Photographer: Tim Moraitis
Instructor: Brad Bartlett
School: Art Center College of Design
Department Chair: Nik Hafermaas
Award: Graphis Gold Award 2007