Objectives

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Objectives

• Realize the purpose of a brochure and similar
  applications
• Become familiar with the brochure design process
• Realize the purpose of an annual report
• Appreciate the annual report design process

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Definitions

• A brochure is a widely used tool, a multiple-page
  application for communicating information or for
  promotion.
• An annual report is a document of record,
  published yearly by a publicly held corporation,
  containing information about the corporations
  fiscal condition.

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The Brochure

• A brochure just might be the most widely used and
  versatile graphic design application, serving
  many purposes.
• In a few pages, with text and images, a brand
  story can be told, information conveyed,
  instructions provided, products displayed, or
  desire created.
• Other similar applications commonly used by a
  variety of commercial and nonprofit sectors
  include promotional or informational booklets and
  books, as well as common corporate communications
  such as annual reports, offering memorandums,
  booklets, catalogs, direct mail, and sales kits.

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The Purpose of a Brochure

• A cohesive brochure system serves two main
  functions to increase brand or group recognition
  and to provide comprehensible information or
  communication in digestible amounts, with each
  brochure covering a different topic, service, or
  product.

SCOJO FOUNDATION ANNUAL APPEAL
BROCHURE UNDERCONSIDERATION LLC, AUSTIN TX
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Brochure Design

• The design process has five phases Orientation gt
  Analysis gt Concepts gt Design gt Implementation
• Once you have gone through orientation and
  analysis, conceptual design begins with examining
  the content and formulating a design concept
  based on strategy, content, brand, and an insight.

P.E.O. IDENTITY, MEMBERSHIP GUIDE, BRANDING
CAMPAIGNSAYLES GRAPHIC DESIGN, DES MOINES, IA
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Design Development of a Brochure

• Once you have generated a design concept, your
  visualization process may partly be dictated by
  brand guidelines, where type of imagery or look
  and feel is predetermined.
• A brochures design may be based on
  characteristics of the visual identity.
• When a brochure is less tied to the visual
  identity, then you determine a greater degree of
  the visualization, including the sort of artwork.

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Design Development of a Brochure

• Five main issues to keep in mind for brochure
  design
• How the brochure system will work with the
  existing visual identity system
• What type of content
• How you will communicate the content
• How the brochures function in context
• Budget

CAPITAL PRINTING DIRECT MAILRIZCO DESIGN,
MANASQUAN, NJ
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Design Development of a Brochure

• Context and Function
• Brochures are seen in particular contexts on
  tabletops, in wall unit dispensers, on counters,
  or in racks. Brochures can be mailed directly to
  peoples homes or businesses.
• Function along with budget should also help you
  determine if more than a brochure or booklet is
  warranted or useful.

DCM IV OFFERING MEMORANDUMGEE CHUNG DESIGN,
SAN FRANCISCO
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Design Development of a Brochure

• Grid
• Once you determine the size, design the grid.
  Make sure it is flexible enough to allow for
  variety, to work for a system of brochures, and
  to accommodate the content.
• Will you combine text and visuals on every panel?
• Will panels be dedicated to only text or visuals?
• Also consider a modular-oriented grid for
  flexibility.

ART CENTER CATALOGMATSUMOTO INCORPORATED, NEW
YORK
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The Annual Report

• An annual report is a document of record,
  published yearly by a publicly held corporation,
  that contains information about the corporations
  fiscal condition.
• This reportdistributed to employees,
  stockholders, and potential stockholderscontains
  detailed information such as the income
  statement, balance sheet, description of the
  corporations operations, and general reports
  about management and operations.
• Corporations use the annual report as an
  opportunity to enhance their corporate identity
  and to promote their corporate messagethe
  corporate ethos, drive, and main concerns.

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The Purpose of an Annual Report

• An annual report is not only a required corporate
  document, regulated in the United States by the
  SEC, but it is also a marketing toola visual
  communication tool that conveys a corporate
  image.
• An annual report designer must juggle many
  components, such as
• letter from the CEO, graphs, charts, lists, a
  large amount of text, product information,
  financial statistics, data, photographs, and
  graphic elements.

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Annual Report Design

• The design process has five phases Orientation gt
  Analysis gt Concepts gt Design gt Implementation
• Orientation and analysis may involve more
  collaboration with the client, due to the legal
  nature of the project, and may even extend to
  using a highly collaborative team during
  conceptual development.

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Annual Report Design

• The nature of a concept or a theme should
  appropriately reflect an entitys values, make a
  statement, enhance a corporate image, highlight
  achievements or strong points, or explain major
  corporate actions.
• A design concept for an annual report may hinge
  on a theme, a unifying quality, subject, or idea
  and involve a motif, a repeated shape, pattern,
  or image.

CVLS ANNUAL REPORT LOWERCASE, INC., CHICAGO
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Annual Report Theme

• The process for generating a theme is the same as
  for concept generation.
• Some platforms for theme generation can be
• the entitys mission
• the companys charitable undertakings
• the topic of the CEOs letter or other research
  or information
• the entitys accomplishments, activities,
  changes, or achievements of the past year as a
  springboard
• a brand icon, character, or product
• an intangible platform, such as responsibility,
  brotherhood, or fighting against tyranny
• a metaphor

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Design Development of an Annual Report

• Juggling a large amount of content and many
  components is part of designing an annual report
  and demands the use of a flexible, well-designed
  grid.

THE ROCKEFELLER FOUNDATION 2003 ANNUAL REPORT
(COVER AND SPREADS) EMERSON, WAJDOWICZ STUDIOS
(EWS), NEW YORK
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Design Development of an Annual Report

• To help guide your grid design, determine
• the number, sizes, and type of information
  graphics required at the outset
• print and online components
• how imagery relates to concept or theme
• visualization of information graphics as related
  to the concept or theme
• paper (cover stock and text stock) for
  visualization and quality

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Design Development of an Annual Report

• During visualization, determine the kind of
  visuals and how they will be presented
• Choose imagery that will demonstrate the entitys
  values and attributes and that will best
  illustrate and exemplify the theme or design
  concept.

THE ROCKEFELLER FOUNDATION 2006 ANNUAL REPORT
(COVER AND SPREADS) EMERSON, WAJDOWICZ STUDIOS
(EWS), NEW YORK
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Summary

• A brochure is a widely used tool, a multiple-page
  application for communicating information or for
  promotion.
• In a few pages, with text and images, a brand
  story can be told, information conveyed,
  instructions provided, products displayed, or
  desire created.
• Brochures and similar formats have multiple pages
  or panels, and their purpose differs from other
  publication design in that their strategic
  objectives involve topics other than editorial
  content.
• A cohesive brochure system serves two main
  functionsto increase brand or group recognition
  and to provide comprehensible information or
  communication in digestible amountswith each
  brochure covering a different topic, service, or
  product.

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Summary

• A brochure may be one part of a larger
  information or comprehensive, integrated branding
  program for a brand or group.
• When a brochure or brochure system is part of a
  broader marketing or communication, the design
  objectives relate back strategically to the
  greater brief and its core goals and values.
• During design development, keep the following in
  mind how the brochure or other application
  coordinates with the visual identity, the kind of
  content, how the content will be communicated,
  how it will function in context, and the budget.
• Format, trim size, and layout should depend on
  your design concept.

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Summary

• Make sure the grid is flexible enough to allow
  for variety, to work for a system of brochures,
  and to accommodate the content.
• Design panels with a sense of flow from one panel
  to another by minding alignments and by
  contrasting and repeating elements to establish
  continuity across surfaces. Contrast provides
  visual interest however, a great degree of
  variation in sizes of type and images might
  collapse the grid structure and look fragmented.
• Utilizing a font family and a limited color
  palette helps maintain unity.
• Brochures in a system should be able to stand
  alone, as a strong individual piece, as well as
  belong to the other brochures.
• An annual report is a document of record,
  published yearly by a publicly held corporation,
  which contains information about the
  corporations fiscal condition.