Graphic project of book’s collection. Creation, conceptualization and execution of the entire graphic project for the three volumes of this collection, including layout, covers, illustrations, photos selection, graphics and tables creation and graphic revision. This project has preceded the Project of Standardization of the CNC’s Publications¹.

 

Publication for which a wide selection of articles has made by the Technical Council² of the National Confederation of Commerce of Goods, Services and Tourism (CNC)³, it which brings together a large number of notables people from different areas. The member of the Technical Council Nelson Mello e Souza (sociologist) received the function to organize and agroup the articles to the books of 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)) to make this selection and organization of articles and it fell to me, to flesh out the project.

 

 

I have received more than 50 articles, they have been already organized and divided into 3 books and subsequent chapters. How is in any of a project of this size, it has been necessary to understand what each one of the articles has been about and to be approach the thought of the content organizer, who has done a kind of “curatorship”, to understand what he has been thinking and what he has intended with this organization.

 

Covers – After I have been researching works with similar content and several other parallel focuses that could be referenced to this project, I have tried to imagine a parallel on the covers, I have been creating a correlation with the three powers of Brazil, the Executive, the Legislative and the Judiciary, using as reference the buildings referring to these, the Planalto Palace, the National Congress and the Federal Supreme Court Palace respectively, this idea has been rejected by my boss, the journalist Cristina Calmon, Head of the CNC’s Communication Advisory of CNC. After the first idea had been rejected, I have set off on a second line of thinking where the three books would be interacting and at the same time contrasting. The titles of each one helped a lot, three basic elements formed my reasoning base for the concept, which is even a little “hidden” to the reader’s eye: the circle, to represent the economy, the production of the bussiness; the square, for the society, a cut of the physical space limited to that particular subject; and the triangle, which is the rise of Brazil, the work, the construction of a country. Regarding the illustrations on the covers, they are allusions to some of the articles belonging to each book. 

 

Colours – I have defined the ballance of the covers to be the harmony of two kind of colours, they are a warms’ and a colds’ colours, then they have helped me in the construction of the project’s identity, in the book about “Economy”, the green represents the money and the orange colour, the production, the GDP, products and services; then in the book “Society”, the blue colour represents the traditionalism, the rhetoric, the formality of the private and the public environment and the lime green colour, the joviality, the boldness, the modernity, the dynamism; and so, in the book “Brazil”, the purple represents the transformation, the development and the movement, althought the red, represents the work, the blood of the worker has been giving in the construction of a country. The choice of a white background of the covers has been to enhance the illustrations and information the covers’ books are contained. 

 

Core of the books – The organization of all the content has been divided and analyzed each hierarchy of text type: 

When separated, the problem becomes smaller, and therefore, easier to solve. At the entrance of each article a dynamic diagrammation have been elaborated, all seeking to enhance the grid and the columns, the most difficult has been to create a module for the trades of the authors, because it has given the huge variation of the size of the text, some with many words of the Councilors’ jobs and others just with their respective profession. The chapter headings have had a stripe creating a division within them, the core’s text has had the entry of black and the complement colour green (Pantone 570) in the book “Economy”, blue (Pantone 659) in the book “Society” and purple (Pantone 270) in the book “Brazil”. In the chapter pages of entrance of the article, a variation of illustrations have been used, a colorful’s gradient at the top of these pages and coming together from the base of the pages an curves lines element has taken from the my book of Gestalten, Moiré Index, by Carsten Nicolai.

 

Approval – Another step has had necessary to be present the project to the Coordinator of the Technical Council of CNC, Ernane Galvêas (mentioned in the summary), he has been wanting a simple project, and a part of the process, which it is not the execution of the project, but that it is always very difficult: convincing the client to buy the idea. I have managed to get him to give me a vote of confidence: “Doctor, I can do it in the way what you want, but I suggest that we do it in the way what I am suggesting, because it will add a lot more. At the end, the Coordinator with the books printed and finished in hands, has said what all the councillors have liked a lot and felt proud to see their respective works inserted in this project, each member of the Council whose have taken part in the three books have had three articles selected by the Coordinator of the Technical Council of CNC, Ernane Galvêas and by the Councillor Nelson Mello e Souza to compose the collection.

 

Printing – The project has been ready and approved, the files have been sent to be printed in the Stilgraf press in São Paulo, and I were in Rio de Janeiro, I could not to go to follow the process of printing, because I had others jobs to do and the quality control of the press is so good, but I tried to do the same I do in each project, I get look at each detail in its minutia. The project also demanded a refined graphic production, because it had many subtle colour transitions, Pantone colours, various gradients and halftones (low percentage of the specific Pantone colour), it was necessary some press proofs to decide the best percentage of these nuances in all the collection.

 

1 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.

 

2 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.).

 

3 The CNC has launched its new brand in 2012, these books have been printing at the end of 2014 and parallel to this project of the book collection, the project of Standardization of the CNC publications has been carried out, then a CNC’s communication job’s group has been agreeing on a way of reasoning for the organization of all the contents, and during the production of these books, among other jobs, ideas have been emerging to complement this other big project, which would be finished a year later, it is below the details of this project: 

 

Project of Standardization of the CNC’s Publications – A project what the head of the Communication Advisory of CNC, Cristina Calmon, the journalists and four designers (myself included), together with an external communication advisory and a hired graphic design office, assisted us in that project, we have studied all the publications produced in the entity till that date, we have been confronting the publications one against the other, segmenting the various types of content of the entity and we have been creating a harmony in relation to the new visual identity of the CNC (launched 2012), cataloguing etc. The publications are divided into groups: 1) Technical books; 2) Author’s books; 3) Reports; 4) Manuals; 5) Magazines; 6) Digital newsletters and digital publications. 

 

 

Book 1 – Economic

Number of pages: 448

 

Cover

Open cover: 332mm x 235mm (32mm spine)

Closed cover: 150mm x 235mm

 

Bookblock

Paper: 80g/m2 Soft Polén.

Format: 150mm x 235mm.

Core’s printing: 2/2 – Colours: Black and Pantone 570 (text complement colour).

 

Finishings

Hard cover: 170g/m2 Couché Matte with 70’s Paraná paper (1,6mm thick, which is responsible for the hard cover).

Second and third covers: 150g/m2 Couché Matte with blocked colour printing (Pantone 570) (to hide the union of the cover’s paper with the 70’s Paraná paper (the hard cover paper)).

Lamination: Matt on the cover, localised varnish on the cover.

Spine with glue and sewing.

Cover print: 2/0 (Pantone 570 and Pantone 1485).

Creasing to make the cover easier to handle.

 

Book 2 – Society

Number of pages: 428

 

Cover

Open cover: 330mm x 235mm (30mm spine).

Closed cover: 150mm x 235mm

 

Bookblock

Paper: 80g/m2 Soft Polén.

Format: 150mm x 235mm.

Core’s printing: 2/2 – Black and Pantone 659 (text complement colour).

 

Finishings

Hard cover: 170g/m2 Couché Matte with 70’s Paraná paper (1,6mm thick, which is responsible for the hard cover).

Second and third covers: 150 g/m2 Couché Matte with blocked colour printing (Pantone 659) (to hide the union of the cover’s paper with the 70’s Paraná paper (the hard cover paper)).

Lamination: Matt on the cover, localised varnish on the cover.

Spine with glue and sewing.

Cover print: 2/0 (Pantone 659 and Pantone 374)

Creasing to facilitate the handling of the cover

 

Book 3 – Brazil

Number of pages: 288

 

Cover

Open cover: 324mm x 235mm (24mm spine).

Closed cover: 150mm x 235mm

 

Bookblock

Paper: 80g/m2 Soft Polén.

Format: 150mm x 235mm.

Core’s printing: 2/2 – Black and Pantone 270 (text complement colour).

 

Finishings

Hard cover: 170g/m2 Couché Matte with 70’s Paraná paper (1,6mm thick, which is responsible for the hard cover).

Second and third covers: 150g/m2 Couché Matte with blocked colour printing (Pantone 270) (to hide the union of the cover’s paper with the 70’s Paraná paper (the hard cover paper)).

Lamination: Matt on the cover, localised varnish on the cover.

Spine with glue and sewing.

Cover print: 2/0 (Pantone 270 and Pantone 032).

Creasing to make the cover easier to handle.