a few page layouts from nike’s 2005 annual report This seems a lot nicer than the previous graphs, still not overly interesting but at least you could read through this with clarity and without getting too bored. The photograph is quite strong and effective on the front, though a bit confusing as you wouldn’t usually associate Nike with cycling, but perhaps thats why they did it. As for the graphs they just chucked them all onto one page which was effective in a way because you hit it and go okay get this page done and then there are no more. Although i would question how strong that would be on the eye with the strong background to it.
The other aspect is that the annual portreys the technological aspect of the brand, it is contempory yet strong and bold. What they havn’t done is made it younger based, so they seem to aim this at a new audience. As if you think about it the audience that are shareholders are obviously going to be different than the audience their product or services are for.
So this raises the question, should we analyse which audience we would have for the annual report?
As for the type it’s a simple clear sans serif, left justified. Approx 8pt with almost a 1.5 leading. The quotes are then just a larger point size, italics and then between two red lines which highlight it out of the text.
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