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Masters of Design: Corporate Brochures by Sean Adams

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Job:06-12640 Title:RP-Masters of Design-Corporate Communication
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Job:06-12640 Title:RP-Masters of Design-Corporate Communication
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Koeweiden Postma distinguishes itself through simple
and powerful work. Their philosophy is not based on
beauty, but on allowing design to be honest and direct
communication. Founder Jacques Koeweiden maintains that
the goal is to not hide a company’s real nature or character
behind a façade of obscure or excessive design. This
direct approach does not preclude the element of surprise.
“We work on intuition and always try to avoid the obvious,
he says. “This also follows the fact that we work for clients
in both the corporate, cultural, and social sectors. The
exchange of experience we get from this keeps us fresh
and sharp, and gives more depth to the things we do.
OPPOSITE
The new communication
style developed for De
Doelen Concert Hall
and Congress Centre in
Rotterdam profiles the
main stage as a place
for music for a broad
audience. With a program
of classical and modern
music, jazz, world music,
and concerts for children,
the concert hall focuses
on a wide range of the
population requiring a
communication style that
reaches both traditional
and younger target groups,
all from different cultural
backgrounds.
+OEWEIDEN0OSTMAsAmsterdam, The Netherlands
KOEWEIDEN POSTMA
AMSTERDAM, THE NETHERLANDS
Jacques Koeweiden
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Job:06-12640 Title:RP-Masters of Design-Corporate Communication
(160)07-AC52241 #175 DTP:174 Page:190
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Job:06-12640 Title:RP-Masters of Design-Corporate Communication
(160)07-AC52241 #175 DTP:174 Page:190
Courage
Koeweiden Postma strives to find the visual
presentation that best represents a client’s
character and message, and is captive and
attractive. Koeweiden’s favorite projects are
the ones made for clients who demonstrate
a lot of courage. “It is wonderful when my
client and I share the same daring attitude,
says Koeweiden.
One of Koeweiden Postma’s first projects
was a book for the Dutch Design Association
BNO, featuring Dutch design agencies and
designers. Koeweiden proposed a curved edge
for the cover; the client and design team loved
the idea. When it came time to produce the
piece, however, no printer had the capability
to produce the cover. The design team
eventually found a producer of beer mats who
was prepared to make the cardboard covers.
Unfortunately, Koeweiden didn’t consider that
it is impossible to fold the actual printed cover
around the curved cardboard. As a result,
the nicely shaped edge of the cover revealed
the gray cardboard backing. To solve this, they
sprayed the exposed edges of 30,000 books
with metallic paint three times, then applied
another two layers of varnish by hand.
Large and Small
The format, whether it is large or small,
curved or flat, is derived from the concept
and the client’s wishes. Koeweiden’s design
for the 2003 Police Annual Report needed
space to show the illustrations by Marion
Deuchars, hence the larger format of 24½ x
30 centimeters (approximately 9½ x 12 inch-
es). For the 2004 Annual Report, Koeweiden
depicted twenty-four hours of police work in
a photographic story. This was best presented
in a horizontal format. The 2005 Annual
Report measures 16 x 21½ centimeters
(6¼ x 8½ inches), presents three important
cases the police handled in that year, and is
meant to be read like a book.
The Top 5 Rules
1. Keep it simple and clear.
2. Allow for a certain amount of courage
to take the design to a higher level.
3. Be passionate.
4. Don’t stop until the design is as it should be.
5. Work only with the best printers.
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MASTERS OF DESIGN Corporate Brochures
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