LEONARDO RINALDI
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Summary:
Graphic design for a book series. Creation, concept and execution of the entire graphic design for the three volumes in this collection, including layout, covers, illustrations, photo selection, creation of graphics and tables, and graphic proofreading.
This publication features a wide selection of articles from the Technical Council1 of the National Confederation of Trade in Goods, Services and Tourism (CNC)2, which brings together a large number of leading figures from various fields. Technical Council member Nelson Mello e Souza (sociologist) was tasked by the Coordinator of the CNC Technical Council and Economic Adviser to the 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 MEMORIAM)) to make this selection and organise the articles, whilst it fell to me to lead this project.
Process and concept:
I have received around 50 articles, already organised and divided into three books and subsequent chapters. As with any project of this scale at its outset, it was necessary to understand the nature of each article and to grasp the thinking of the content organiser, who had acted as a sort of ‘curator’, in order to comprehend his reasoning and his intentions behind this structure.
Covers – After researching works with similar content and various other parallel themes relevant to the project, I have attempted to draw a parallel in the covers, I have been creating a correlation with the three branches of government – the executive, the legislative and the judiciary – using the buildings associated with them as a reference: the Planalto Palace, the National Congress and the Federal Supreme Court building. This idea was rejected by my boss, the head of the CNC’s Communications Department. After the first idea was rejected, I moved on to a second line of reasoning where the three books would interact whilst simultaneously contrasting with one another. The titles of each book were a great help; three basic elements formed the basis of my reasoning for the concept, which remains somewhat ‘hidden’ from the reader’s view:
As for the cover illustrations, they allude to some of the articles contained in each book.
Colours – For aesthetic reasons, I established a balance/contrast between ‘lighter’ (warm) and ‘darker’ (cool) colours, which helped me build the project’s identity. Choice of colours for each book:
The choice of white backgrounds for the covers was to highlight the illustrations and information they contained, and to create a sense of unity within the collection.
Inner pages – To organise all the content, it was necessary to divide and analyse each hierarchy of text type:
A dynamic layout has devised for the introduction to each article, designed to highlight the graphic layout of each page, all with the aim of enhancing the grid. The most difficult part was creating a standardised format for the authors’ titles, given the enormous variation in the text, with some having many titles and others simply their respective profession. The introductory pages of the text feature a strip creating a division within them, linking them to the covers; as each cover was given two colours and, as in the body of the text, only black and the accent colour were used (green in the ‘Economy’ book, blue in the ‘Society’ book and purple in the ‘Brazil’ book), one section was made with a grid pattern and the other with a solid colour. For the chapter pages introducing the articles, a range of illustrations was used, with a more intense colour gradient at the top of these pages and, extending down towards the bottom, an element taken from the book “Moiré Index” by Carsten Nicolai, published by Gestalten. All of this sought to achieve a dual representation, following the same line of reasoning as the covers.
Printing – Once the design had been finalised by the client and approved, the files were sent to the printers. The project required careful attention to the printing process, as it featured many subtle colour transitions, Pantone colours, various gradients and halftones (low percentages of specific colours); several proofs were needed to determine the optimal percentage for these nuances throughout the collection.
1 CNC Technical Council – A group in which various men and women who had distinguished themselves in their respective fields gave lectures, which were later published as articles; they included diplomats, judges, lawyers, economists, philosophers, etc., among them the Coordinator of the CNC Technical Council and Economic Adviser to the 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 MEMORIAM)), José Bernardo Cabral (Rapporteur of the 1988 Brazilian Constituent Assembly, 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 National Treasury from 1979 to 1991), Ives Gandra da Silva Martins (Professor Emeritus at Mackenzie University, UNIP, UNIFEO, UNIFMU, CIEE/O Estado de São Paulo, the Army Command and General Staff Schools (ECEME), the War College (ESG) and the Federal Regional Court of the 1st Region; Honorary Professor at Austral University (Argentina), San Martín de Porres University (Peru) and Vasili Goldis University (Romania); Honorary Doctorate from the Universities of Craiova (Romania) and the PUCs of Paraná and Rio Grande do Sul, and Full Professor at the University of Minho (Portugal); Chairman of the Higher Council of Law at FECOMÉRCIO-SP; Former President of the São Paulo Academy of Letters (APL) and the São Paulo Lawyers’ Institute (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 Vice-Chancellor of Estácio de Sá University and member of the Brazilian Academy of Philosophy), Samuel Buzaglo (lawyer, former Deputy Attorney-General of the Republic), João Paulo de Almeida Magalhães (economist and researcher at the Centre for Development Studies at CORECON/RJ), Arnaldo Wald (lawyer and Full Professor at UERJ), Marcus Faver (Appellate Judge, former President of the Rio de Janeiro Court of Appeal), Claudio Contador (economist, Executive Director of SILCON), Mary Del Priore (historian and writer, member of the São Paulo Academy of Letters), João Ricardo Moderno (journalist), Roberto Fendt (economist, former Special Secretary for Foreign Trade at the Ministry of Economy, Executive Secretary of the Brazil-China Business Council), Maria Beltrão (archaeologist, scientist and researcher, former professor at UERJ, former Director of External Relations at IHGB), Gilberto Paim (journalist) etc.
2 National Confederation of Trade in Goods, Services and Tourism (CNC – cnc.org.br) – An employers’ trade union entity, bringing together 34 federations across Brazil, 27 representing their respective states and 7 of these 34 operating at national level, representing over five million businesses in the trade sector that generate around 25.5 million direct and formal jobs; through its structure, it works to ensure the sector is always involved in the formulation of public policies, monitoring the progress of relevant proposals in the National Congress and defending the Constitution, always focusing on laws that may impact the sector.
The CNC was founded on 4 September 1945; its president is responsible for the administration of two institutions with significant operations in Brazil, which form one of the largest social development systems in the world: the Social Service of Commerce (SESC – sesc.com.br) and the National Commercial Apprenticeship Service (SENAC – senac.br), the former with social projects such as Mesa Brasil, the Ecos Sustainability Programme, etc. (operating in the following areas: Food, Social Assistance, Culture, Education, Sport, Leisure, Health, Sustainability, etc.) and the latter providing support for the training and upskilling of employees in the commerce sector (shopkeepers, waiters, chefs, hospitality staff, etc.).
Technical specifications of the work:
Book 1 – Economics
Number of pages: 448
Cover
Cover
Open cover: 332mm x 235mm (32mm spine).
Closed cover: 150mm x 235mm.
Cover printing: 2/0 (Pantone 570 and Pantone 1485).
Inner pages
Paper: Soft Polém 80g/m².
Format: 150mm x 235mm.
Book block printing: 2/2 – Black and Pantone 570 (text accent colour).
Finishes
Hardback: 170g/m² matt coated paper laminated over 70g/m² Paraná paper (1.6mm thick) (giving the cover its rigidity).
Coating on the second and third covers: 150g/m² coated paper with a special colour print (Pantone 570) (to conceal the joint between the paper covering the outside of the cover and the Paraná paper, which is responsible for the cover’s rigidity).
Lamination: Matt on the cover, spot varnish on the cover.
Spine with glue and stitching.
Crease to facilitate handling of the cover.
Book 2 – Society
Number of pages: 428
Cover
Open cover: 330mm x 235mm (30mm spine).
Closed cover: 150mm x 235mm.
Cover printing: 2/0 (Pantone 659 and Pantone 374).
Inner pages
Paper: Soft Polém 80g/m².
Format: 150mm x 235mm.
Inner pages printing: 2/2 – Black and Pantone 659 (text accent colour).
Finishes
Hardback: 170g/m² matt coated paper laminated over 70g/m² Paraná paper (1.6mm thick) (giving the cover its rigidity).
Coating on the second and third covers: 150g/m² coated paper with a special colour print (Pantone 659) (to conceal the joint between the paper covering the outside of the cover and the Paraná paper, which is responsible for the cover’s rigidity).
Lamination: Matt on the cover, spot varnish on the cover.
Spine: Glued and sewn.
Crease to facilitate handling of the cover.
Book 3 – Brazil
Number of pages: 288
Cover
Open cover: 324mm x 235mm (24mm spine).
Closed cover: 150mm x 235mm.
Cover printing: 2/0 (Pantone 270 and Pantone 032).
Inner pages
Paper: Soft Polém 80g/m².
Format: 150mm x 235mm.
Book block printing: – 2/2 – Black and Pantone 270 (text accent colour).
Finishes
Hardback: Couché Matte 170g/m² laminated over Paraná 70 paper (1.6mm thick) (which gives the cover its rigidity).
Coating on the second and third covers: 150g/m² coated paper with a special colour print (Pantone 270) (to conceal the joint between the paper covering the outside of the cover and the Paraná paper, which is responsible for the cover’s rigidity).
Lamination: Matt on the cover, spot varnish on the cover.
Spine: Glued and sewn.
Crease to facilitate handling of the cover.
