Globe & Mail Design & Branding REPORT ON BUSINESS 25TH ANNIVERSARY COVER by Zig Toronto

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Canada
Agency Zig Toronto
Designer Andrew Cloutier
Released June 2009

Credits & Description

Category: Publications
Advertiser: GLOBE & MAIL
Product/Service: THE GLOBE & MAIL REPORT
Agency: zig
Date of First Appearance: Jun 26 2009 12:00AM
Entrant Company: zig, Toronto, CANADA
Chief Creative Officer: Aaron Starkman (zig)
Creative Director: Andrew Cloutier (zig)
Designer: Andrew Cloutier (zig)
Media placement: Magazine Cover - Report On Business Magazine - 24, June 2009

Describe the challenges and key objectives
There is a perception among Canadians that their country’s economy is one dimensional and centres around the sale of its natural resources. This is actually false. The Canadian economy is well balanced and diverse. The cover design needed to communicate this diversity while looking distinctly Canadian.

Describe the brief from the client
The Globe and Mail Report on Business Magazine held a design competition for its 25th anniversary cover. The feature story: Canada’s 1000 Biggest Companies.

Describe how you arrived at the final design
It was our first idea: 1000 businesses, 1000 maple leaves. We assigned a colour to each type of business, coloured leaves represent that sector’s presence in the top 1000, and created a graphic pattern. Not only is the cover a decorative pattern but it’s an accurate chart. Magazines most often publish photographic covers. We knew a purely graphic solution would grab the attention of both the magazine contest judges and readers.

Give some indication of how successful the outcome was in the market
We won the design competition and our cover was published. The Globe and Mail received a large amount of positive reader feedback regarding the cover.