“Erfahrung” (Expertise) – the topic of the Fresenius Medical Care annual report 2010 – is featured prominently in large-sized majuscules on the cover and is closer examined on the chapter separators through terms such as integration, motivation and competence, which serve as headlines that are visually highlighted by a clear, red typeface, partly overlapping images and text. Focusing on the topic of expertise, the report magazine reflects upon the company’s philosophy towards attributes such as ability, observation and experience, thus clearly demonstrating what expertise means for the company and its position on the world market. The layout conveys the content, complemented by photo series and illustrations in black and white, in a vivid and charming manner and creates additional highlights for the individual chapters through subtly coloured paper. Characteristic of the trilogy, which was introduced in 2009, is the unique blend of corporate and financial report and magazine into one entity.
Statement by the jury
»The annual report, especially the merging of the three parts to form a whole, proves that an excellent concept, outstanding design and engaging texts can easily convey even complicat-ed contexts. This work, featuring a range of surprisingly versatile layouts, is a sign of high expertise and demonstrates the future of commercial printing.«
Fresenius Medical Care AG & Co. KGaA, Bad Homburg
häfelinger + wagner design, Munich
Sandra Gieseler, Christina Strenger
Sandra Loebich, Pamela Koroll
Dirk Böttcher, ag-text; Charlotte Baumann, Katharina Born, Fresenius Medical Care