Graphic design of annual periodical – Creation, conceptualization and execution of the whole project, including the diagrammation of the entire book, illustration, cover and I have been monitoring the printing process of the covers and the other pages of the project.

 

Annual publication that has been receiving the articles published through the same year by the Coordinator of the Tecnical Council¹ and Economic Councilor of National Confederation of Commerce of Goods, Services and Tourism (CNC)², 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)). This project has been following the new guidelines of the Project of Standardization of the CNC’s Publications³ (a project finished at 2016). The author has been writing weeks’ articles with analyses of the macroeconomic and the political scenario of the world, the publication is an amalgamation of these articles to the referring year.

 

 

The change of the CNC’s brand, at the end of 2012, and the creation of the Project of Standardization of the CNC’s Publications, at 2016, the next step would be the repagination of the different publications of the entity, among it, is this one, which has been of extreme value for the entity, because it has been the annual publication of the CNC’s Economic Councilor.

 

In the cover, in the old project, it has been a junction of graphs and numbers with a thematic colour for each year, I have been understing that I have needed to bring the new version to something more human, something that would go according to what the entity’s thought direction, in the production of goods and in presenting the worker’s activities generating richness to the Brazilian economy and to the world. Economists are focused in numbers and statistical analysis, but as the theme of the articles have been macroeconomic and political analysis, it was necessary to have a strait direction, different of the previous project, with the consensus of the author, I have been creating a composition with the various sectors of the economy – The construction, a worker on top of a building waiting for the crane to bring concrete to be overlaid on the metal bases of the floor, agriculture has been represented by a tractor with its operator, mass production has been represented by a car factory with these a production line receiving the proper finishing by the factory’s works, the stock exchange has been represented by the shareholders negotiating shares, retail trade (emphasis on the commerce, because is the main focus of the entity), it has been represented by a bag and a pair of shoes in a shop window and a woman seeing a pair of trousers with the seller and tourism has been represented by an aeroplane. To I find the way of the CNC target audience and its stakeholders, I have been needing to be very clear in the visual compositions, then, I have been creating an arrow turning clockwise, connecting all the seven images mentioned before, then, it has been giving the understanding of a junction of the activities represented, which generate goods and move the capital, all integrated, in order to generate a greater unity between cover and articles, and at the base of the cover, I have been inserting a graph that contains the GDP ratio of the last 20 years of Brazil. 

 

Regarding the application of colours in the project, the CMYK process offset (4/0), I have chosen for the covers, because it would have a variation of subtle tones, and thus ir has been generating a wider range of variations in colours. The interior has printed in black offset (1/1). On the first cover of the project, which one has been at the year 2017 (retrospective analysis of 2016), I have been using a variations of green with the title in red and the image of the circle/arrow with a gradient of yellow to orange, it has added to the negative indicators of GDP that it is at the base of the cover, it is in the same gradient. How that has been for the cover of the following year, 2018 (retrospective analysis of 2017), I have been using a variations of the colour purple, I have been giving the same contrast of the previous version to the negative indicators, but giving lesser evidence because of the improvement of the economy, the title and sub-title, and the circle/arrow, I have been using the yellow’s gradient and brick red for the negative indicators. Both covers have been using a cool colours in their respective backgrounds and images, and with complementary and warm colours, in their titles, their sub-titles and their circles/arrows.  

 

On the inside of the books, the layout has been following the rules of the Project of Standardization of the CNC’s Publications, and the emphasis has been on enhance the theme of the articles that have been referring the macroeconomic and the political analysis, analysing the commerce and production sectors.

 

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 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. 

 

 

Book Name: Economic Chronicles 2017.

Press Run: X units.

Number of pages: 88.

Size: 150mm x230 mm (closed format) – 305mm x230 mm (open format) (I have calculated the spine with 5mm).

 

Cover

Paper: Duo design 250g/m2.

Print: Offset Process 4x0 (CMYK).

Cover finishing: Square spine, glue and sewing, matt lamination and localised varnish (in case of soft touch lamination, please quote separately as well).

 

Bookblock

Paper: Pollen bold 90g/m2.

Print: Offset Process 1x1 (Black).

 

Deadline

1 day for the proof and 4 working’s days for the production.

Note: Graphic monitoring the printing process is required.