Frankfurter Allgemeine Zeitung Design & Branding THE FIRST PAGE CALENDAR by Scholz & Friends Berlin


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Industry Newspapers
Media Design & Branding
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Mathias Rebmann, Florian Schwalme
Art Director Johannes Stoll
Copywriter Nils Tscharnke
Released November 2010

Credits & Description

Category: Calendars
Product/Service: DAILY NEWSPAPER
Date of First Appearance: Nov 29 2010
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Mathias Rebmann (Scholz & Friends)
Creative Director: Florian Schwalme (Scholz & Friends)
Art Director: Johannes Stoll (Scholz & Friends)
Copywriter: Nils Tscharnke (Scholz & Friends)
Account Manager: Marie Toya Gaillard (Scholz & Friends)
Account Manager: Eva Verena Schmidt (Scholz & Friends)
Agency Producer: Franziska Ibe (Scholz & Friends)
Graphic Designer: Sebastian Haus (Scholz & Friends)
Media placement: Calendar - Disribution To Selected Advertisers, Friends Of The F.A.Z. And F.A.S.-Café - 29.11.2010

Describe the brief from the client
The task was to develop a premium giveaway to promote the high-quality coverage the Frankfurter Allgemeine Zeitung (F.A.Z.) has been delivering since 1949.

Describe the challenges and key objectives
We made use of the daily newspaper's vast archive to create a tear-off calendar with 365 selected front pages, impressively documenting that the F.A.Z. has become a defining medium over the years. The front pages have been carefully selected so as to match the date and weekday combinations of 2011 and come full-size and on newsprint.

Describe how you arrived at the final design
The calendar has been designed in a very puristic and decent way, in order not to distract the viewer’s attention from what is most important: the news itself. The font we used on both title page and metal plate is the house font of the F.A.Z. The newspaper pages were not changed size- or design-wise, and even the type and tone of paper were held as close to the original as possible.

Give some indication of how successful the outcome was in the market
The calendar was widely appreciated by its recipients. Many honoured it by displaying it in their offices or publicly in company corridors and lobbies. Wherever exposed, it yielded a great lot of interest. The nostalgic effect of the calendar even had readers collecting newspaper pages of those days they had special memories of.