Objectives

2. 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

3. 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 corporation’s fiscal condition.

4. 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.

5. 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

6. Brochure Design • The design process has five phases: Orientation > Analysis > Concepts > Design > 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

7. 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 brochure’s 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.

8. 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

9. 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 people’s 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

10. 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

11. The Annual Report • An annual report is a document of record, published yearly by a publicly held corporation, that contains information about the corporation’s fiscal condition. • This report—distributed to employees, stockholders, and potential stockholders—contains detailed information such as the income statement, balance sheet, description of the corporation’s 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 message—the corporate ethos, drive, and main concerns.

12. 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 tool—a 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.

13. Annual Report Design • The design process has five phases: Orientation > Analysis > Concepts > Design > 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.

14. Annual Report Design • The nature of a concept or a theme should appropriately reflect an entity’s 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

15. Annual Report Theme • The process for generating a theme is the same as for concept generation. • Some platforms for theme generation can be: • the entity’s mission • the company’s charitable undertakings • the topic of the CEO’s letter or other research or information • the entity’s 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

16. 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

17. 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

18. 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 entity’s 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

19. 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 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.

20. 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.

21. 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 corporation’s fiscal condition.