Graphic project of annual periodical, concept of the publication together with technical team, I have created and executed the entire project, layout has been basing all on tabulation and I have created the graphics, the cover and I have been monitoring the printing process of the covers and the other pages of the periodical. Publication of the Economics Department of the National Confederation of Commerce of Goods, Services and Tourism (CNC)¹ with analyses of the economists on the domestic and international markets, quantifying and qualifying the movements of the economy with retrospective data and projections. This project has preceded the Project of Standardization of the CNC’s Publications².

 

This periodical has been presenting information of several sources, the tecnical group has been creating a compilation of data, this has selected from the IBGE, the Getulio Vargas Foundation, the Economic Environment (weekly periodical of the CNC), the Foreign Trade Secretariat (Secex), the Petrobras, the Central Bank of Brazil, the Brazilian Steel Institute (IBS), the Brazilian Association of Automobile Manufacturers (Anfavea), the Brazilian Association of Shopping Centers (Abrasce), the Embratur, the Brazilian Franchinsing Association etc. This publishing has been a demand from the technical team together with me to be creating a statistical emonomic data, in format of tables, with graphs and with analyses by the authors, it has been the target to be creating a greater visual appeal that would be giving more consistency to the content, making it explanatory and contextualized for the reader.

 

 

Despite of the necesity for an aesthetic enhancement and to go for a more institutional line, then, I have been making a line oriented in this path, a decision has taken together with the technical group led by the Economic Councilor of CNC and Coordinator of the Tecnical Council, Ernane Galvêas (former Minister of Finance of Brazil (1980-1985) and former President of the Central Bank of Brazil (1968-1974 and 1979-1980)(IN MEMORIAN)). 

 

In the covers, I have be putting a background graphic stample, with the letters “s” (Síntese). At the top of the cover, another graphic, It has been symbolizing a comparative graph of the last 4 years of the Gross Domestic Product (GDP) of Brazil, this one entering as a mere illustration, but with its due year-to-year variations. At the bottom, with greater appeal, the year of the analysis, together with the title of the publication.

 

In the organization of the book, I have been following a hierarchy of information which one I have been creating, prioritizing at below the order of the items:

I have created a line of reasoning for the publication, where the main resource has been the tabulations, aligning them in a way to always detach the data and to enhance the reader the to make the comparison that he could do, standardizing the publication in an institutionalized way and characterizing it in an attractive way, to not be boring.

 

Colours – The project has adopted a dual line, where two special colours have been always contrasted (which variation in each edition). One colour has been more opaque and the another translucent through the edition (cover and inside’s pages), to be creating a superimposition of colours and a counterbalance one against to the other in a different kinds of situations in the book. Inside of the book, the colour black has been also used in all the texts, serving as an extra colour in the graphics too. The target has been always to rely on a dark and a light colour, so that the latter would be serving as a support in the configuration of each page.

 

1 National Confederation of Commerce of Goods, Services and Tourism (CNC – cnc.org. br) – Patronal syndical entity, which groups 34 Federations in the whole Brazilian territory, 27 referring to their respective states in Brazil and 7 of these 34 at national level, there are more than five million companies represented in the commerce that generate around 25.5 million direct and formal jobs, it acts in order that the sector is always present at the formulation of public policies, following the progress of the proposals of interest in the National Congress of Brazil and in the defense of the Constitution of Brazil, always it having in focus the laws that may impact the segment. 

 

The CNC was founded at 4th September of 1945, its current President is José Roberto Tadros, who succeeded Antonio Oliveira Santos, in an election that was held in 2018, and it is responsible for the administration of two institutions of great performances in Brazil and that form one of the largest systems of social development in the world, the institution of Commerce Social Service (Sesc – sesc.com.br) and the institution of National Service of Commercial Learning (Senac – senac.br), the first mentioned, with social projects, such as Mesa Brasil, Ecos Program of sustainability etc. (acts in the following areas: Alimentation, Culture, Education, Health, Leisure, Social Assisntence, Sports, Sustainability etc.) and the second in assisting the training and qualification of employees of the companies in the commerce sector (shopkeepers, waiters, chefs, hoteliers etc.).

 

2 Project of Standardization of the CNC’s Publications – A project in which the head of the Communications Office, Cristina Calmon, journalists from the sector and four designers from the CNC (myself included), together with an external communications office and a graphic design office hired studied all the publications produced in the entity to date, creating a line of reasoning, comparing them with each other, segmenting the various types of content of the entity and creating a harmony in relation to the new visual identity of the CNC (launched in 2012), creating a catalogue, etc. The publications were divided into groups: 1) Technical books; 2) Author’s books; 3) Reports; 4) Manuals; 5) Magazines; 6) Digital newsletters and digital publications. 

 

3 Technical Council of the CNC – Group where several men and women who they have been standing out on their respective areas presenting lectures and later transform in their articles, they are diplomats, judges, lawyers, economists, philosophers etc., among them is the Coordinator of the Tecnical Council and Economic Councilor of CNC, Ernane Galvêas (former Minister of Finance of Brazil (1980-1985) and former President of the Central Bank of Brazil (1968-1974 and 1979-1980)(IN MEMORIAN)), José Bernardo Cabral (Rapporteur of the Brazilian Constituent Assembly of 1988, former Minister of Justice and former Senator of the Republic), Carlos Tadeu de Freitas Gomes (former Director of the Central Bank), Cid Heraclito de Queiroz (former Attorney General of the Brazilian Treasury 1979-1991), Ives Gandra da Silva Martins (Professor Emeritus of the Universities Mackenzie, UNIP, UNIFEO, UNIFMU, of CIEE/ O Estado de São Paulo, of the Army Command and Staff Schools (ECEME), Superior War College (ESG) and of the Magistrature of the Federal Regional Court of the 1st Region; Honorary Professor of the Universities of Austral (Argentina), San Martin de Porres (Peru) and Vasili Goldis (Romania); Doctor Honoris Causa of the Universities of Craiova (Romania) and the PUCs of Paraná and Rio Grande do Sul, and Professor of the University of Minho (Portugal); Chairman of the Superior Council of Law of FECOMÉRCIO-SP; former President of the Academia Paulista de Letras (APL) and of the Instituto dos Advogados de São Paulo (IASP)), Arnaldo Niskier (Member of the Brazilian Academy of Letters and former President of CIEE/RJ), Vasco Mariz (historian and diplomat, former Brazilian Ambassador to Ecuador, Israel, Cyprus, Peru and Germany), Nelson Mello e Souza (philosopher, former Chancellor of Estácio de Sá University and member of the Brazilian Academy of Philosophy), Samuel Buzaglo (lawyer, former Deputy Attorney General of the Brazilian Republic), João Paulo de Almeida Magalhães (economist and researcher at the Centre for Development Studies of CORECON/RJ), Arnaldo Wald (lawyer and Professor at UERJ), Marcus Faver (Judge, former President of TJRJ), Claudio Contador (economist, Executive Director of SILCON), Mary Del Priore (historian and writer, member of the Academia Paulista de Letras), João Ricardo Moderno (journalist), Roberto Fendt (economist, former Special Secretary of Foreign Trade of the Ministry of Economy of Brazil, Executive Secretary of the Brazil-China Business Council), Maria Beltrão (archeologist, scientist and researcher, former teacher at UERJ, former Director of External Relations of the IHGB), Gilberto Paim (journalist) etc.