Over the past 14 weeks I have been developing a corporate identity for a new fictional beer label called Gruen. Over three articles I am outlining the process and decisions made while creating this identity.
This is part three – annual report design.
Below are the briefs of the three projects that we completed at University.
Pitch two beer label designs to the class > the class will vote on the best design for you to pursue > create mock ups of the chosen design.
Pitch two creative billboard designs to the class based on the chosen beer from project one > the class will vote on best billboard design.
PART 3. Annual Report Design
Pitch two concepts to the class for the Gruen Brewery annual report design > the class will vote on the best annual report design.
Project 3: Annual Report Design
The final project for the Gruen Brewery corporate identity was to create 2 annual report design concepts. We only had to do 2 spreads and the front cover for each report… thank god because annual reports can be hundreds of pages long.
With the general identity you devised for Gruen Beer, you are required to produce 2 indicative designs for the 2008 Gruen Brewery Annual Report. This must include a cover design, a double page spread for the ‘Year in Review’ section, and a double page spread for the financial pages – all of the copy is provided. The format is typically A4, but it is essentially open to interpretation. It must, however accommodate the necessary information, and be practical to distribute via local and international mail. Some thought should also be given to an electronic conversion of the design for viewing via the web. All imagery must be unique and copyright free.
Annual Report Concept 1
For the first concept, I went with a light earthy colour scheme reflective of the Australian outback and the overall image of Gruen ‘Double Hopped’ Beer. In this report I used the typeface Stempel Schneidler Std for both the headings and body copy which provided the the report with a traditional and coherant look.
As you can see on the front cover and throughout the spreads, the repetition of the two kangaroos really enforces the brand along with the red circle and various hues of brown / creme that tie the report together as a whole.
The use of large headings on each page draws the viewers eye to that part of the page first, clearly stating exactly where they are in the annual report, which is useful when skimming through – reports are usually hundreds of pages long.
The large figure of $43,406,000 is the annual profit after tax, something that should be highlighted as most people don’t stop to study the numbers… This heading gets the main point across in an instant – Gruen Brewery is a company to invest in.
Annual Report Concept 2
For the second concept I went for a more sophisticated yet contemporary feel using the colour scheme found on the Gruen bottle itself. I used the beautiful typeface Bodoni for the headlines and Times New Roman for the body copy.
The front cover is clean and minimalistic with a lot of white space that gives the brand an up-market, sophisticated look. The clean cut fonts also help portray this image which is also evident on the inside covers.
On the right hand side of the Year In Review page is a pull quote – “Production for the year was 2.3 million bottles, an increase of 11% on the 2007 level.” This highlights the main point of the page without the need for reading all of the text, which as you know, no one ever does.
Again on the finance page, like in concept 1, the large $43,406,000 is highlighted as a prominent feature to e,phasise the fact that the company is extremely profitable. The two kangaroos, again, are featured on each page reinforcing the Gruen Brewery brand.
When I held a Poll on twitter, 20 voted for the first design and 33 people voted for the second design. What do you think?
Personally, I think the second design is stronger as it reflects the nature of the beer boutique market, that of sophistication and class. It also has a more unified and coherent colour scheme that mirrors the colours of the beer itself.
Poll: [poll id=”5″]
There we have it, the design process of creating a corporate identity for a beer. As always, comments are appreciated along with constructive criticism.