Graphic Design That Works

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Job:12-84823 Title:RP-Graphic Design That Works

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Multicultural Approach

The Council of Europe needed a piece to distribute at

the celebration of the fiftieth anniversary of the Human

Rights Convention. In 1950, an agreement was reached,

culminating the signing of the convention for the protection

of human rights and fundamental freedoms—a major

milestone in European history. For the first time, citizens

could claim rights under international law against states,

including their own.

To better understand what the Human Rights Convention

was all about, the art director went to Strasbourg, France,

to visit the Council of Europe. “They explained to me how

things worked and how human rights issues are treated

within the council,” notes art director Wladmir Marnich.

“I also interviewed the author who wrote the book, a

specialist in human rights issues.” Upon his return, a

design direction was established. Using mostly conceptual

imagery, the initial design attempted to communicate the

various articles and rights put out by the council. “In the

CLIENT:

The Council of Europe is an

intergovernmental organization

that aims to protect human rights,

promote awareness of and

encourage cultural diversity, seek

solutions to problems facing the

European society, and help

consolidate democratic stability.

FIRM:

Summa

ART DIRECTOR:

Wladmir Marnich

DESIGNERS:

Eduardo Cortada and

Griselda Marti

PHOTOGRAPHERS:

Josep Maria Bas, Eduardo Cortada,

and Stone Photo Library

COPYWRITERS:

Norbert Paul Engel and

Renee Gautron

ABOVE: A series of six books, each

entitled

The Voices and Visions of

Freedom,

is written in various

languages—English, French,

Spanish, German, Italian, and

Russian. Each laminated book

is color-coded on the spine to

match the color of the text inside.

Collectively they fit together in a

specially designed, laminated box.

the council of europe

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Job:12-84823 Title:RP-Graphic Design That Works

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ABOVE: Each section is dedicated to one

particular issue and features a portrait, a

personal message, and some explanatory

body copy. To give movement and pacing

throughout the piece, each portrait is

shot at a slightly different angle.

What Works

Because the piece took on a multicultural and multilingual

approach, it appealed to a variety of people equally. The

sensitivity to the issues and the personal touches that

exist throughout made it heartfelt and enriching. “At the

celebration, each person would take the brochure with the

language they knew. The box set was a special gift for

presidents, vice presidents, and people in high positions

within the Council of Europe,” shares Marnich. “The client

was pleased, and everyone was happy about the end result.”

beginning, we had presented a more abstract design,

and it was approved,” recalls Marnich. “When we went

to work on the cover of the book, I saw an image of a

face. I thought it would be great, but it had nothing to

do with the inside. So, at the very last minute, I decid-

ed to change the whole book.” Taking on a more multi-

cultural approach, the design team reorganized the

book and the design to incorporate a series of faces—

diverse in ethnic background, gender, and age.

Because of restrictions in budget and time, the design

team solicited friends, family, and acquaintances to

be photographed for the book. “We wanted to use

everyday faces, not actors or models. I didn’t want any

decoration or distractions in the book,” says Marnich.

“We also wanted each person to send a message to the

parliamentarians in his or her own handwriting. It was

a small detail, but truthful to the idea.” Tightly cropped

portraits are accented with handwritten messages that

act as headers to each section.

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