For a long time, annual reports have been transitioning away from primarily financial documents to marketing pieces. Indeed, Graphic Design usa first reported on this trend in 1988, long before the blessing/curse of mass internet access and 24/7 cable news was bestowed upon the marketplace.

This year the movement continues, according to our informal survey of some favorite creative firms that design corporate and annual reports. As you will see from the following projects, the emphasis goes well beyond the financials. Rather, most annuals adopt one or more of four themes that make sense in these churning times: (1) building and maintaining confidence in the company; (2) carefully and consciously extending the corporate branding and identity; (3) focusing on real people, real life and real results; and (4) trying to be more customer- and shareholder-centric.

It is also worth noting that reports of the annual’s demise are greatly exaggerated. Our 40th annual print design survey in July showed that annual and corporate report work still ranks quite high in the firmament of print projects. And, interestingly, my good friend and longtime annual report watcher Don Davidson of Grid Typographic Services tells me that he sees a clear pattern of reports getting larger as companies seek to convey a sense of confidence to their shareholders and other investors, as well as to meet SEC requirements to add more financial disclosures.
Brilliantly capturing the annual report mood of the moment are Joseph and Nancy Essex of Essex Two/Chicago, who, after noting the clear limitations of such documents in an electronic media age, assert the basic point that "as a direct communication between an individual shareholder and those managing their money . . . a personal copy is hard to beat. If the report is designed and written to maximize a personal connection between officers and shareholders filled with ideas and attitudes, there is nothing better for the investor than ink on paper."

— Gordon Kaye