Many forms has the family
Beda Achermann Expands the Migros 2000 Annual Report into an Art Publication
Beda Achermann expands the Migros Annual Report 2000 into an art publicationUntil four years ago, the Migros Annual Report looked like an annual report from afar. The booklet had the typical characteristics of this genre of corporate publications: It lacked an overarching communication idea, and the content was essentially limited to describing the course of business in words and figures. This changed in 1998 when Maja Amrein became Head of Corporate Communications at the Federation of Migros Cooperatives. As Migros is part of everyday life in Switzerland, Amrein envisioned an annual report to cultivate the company's image.
The publication was intended to express Migros' status as a provider to the people and reflect the efforts that the orange giant makes for the good of society. Since then, the Migros Annual Report has been published in two volumes, one containing facts and figures, while the other takes a photographic approach to a topic of social relevance.
"I tried to counter the quality of the pragmatic reporting with something visual that would make the viewer aware of Migros' commitment in a non-verbal way," says Maja Amrein.
53 artists show their understanding of family
The family is an important value for Migros. This is why the illustrated book accompanying the Annual Report 2000 is dedicated to this theme. Migros is "there every day for (almost) all Swiss people and people living in Switzerland, for the different generations and cultures..." it says in the introduction.
In "M Family", the title of the brochure, 53 artists living in Switzerland, such as Pipilotti Rist, Fischli/Weiss and Yoki van de Cream, show what they understand by the term family.
The annual report was once again designed by Beda Achermann's studio in Zurich. The volume, which can be purchased in bookshops for CHF 18, has been published in an edition of 40,000 copies in German, French, Italian and English. Ernst Weber
The publication was intended to express Migros' status as a provider to the people and reflect the efforts that the orange giant makes for the good of society. Since then, the Migros Annual Report has been published in two volumes, one containing facts and figures, while the other takes a photographic approach to a topic of social relevance.
"I tried to counter the quality of the pragmatic reporting with something visual that would make the viewer aware of Migros' commitment in a non-verbal way," says Maja Amrein.
53 artists show their understanding of family
The family is an important value for Migros. This is why the illustrated book accompanying the Annual Report 2000 is dedicated to this theme. Migros is "there every day for (almost) all Swiss people and people living in Switzerland, for the different generations and cultures..." it says in the introduction.
In "M Family", the title of the brochure, 53 artists living in Switzerland, such as Pipilotti Rist, Fischli/Weiss and Yoki van de Cream, show what they understand by the term family.
The annual report was once again designed by Beda Achermann's studio in Zurich. The volume, which can be purchased in bookshops for CHF 18, has been published in an edition of 40,000 copies in German, French, Italian and English. Ernst Weber
