Annual Financial Report:
Importance vs. size

The UCLA Financial Report is an artful example of the difference between importance and size: the UCLA logo is important to the design, but not very big.

In the latest edition (2004-2005), a panoramic photo shows the UCLA campus framed by the Los Angeles skyline. While it's the photo that initially draws our eye, it's almost impossible to miss the UCLA logo. Even though the logo is less than 3/8 inches high, it's position at the top right of the photo makes it compelling. Against the solid blue, the white lettering has great impact.

Last year's report (2003-2004) also used a relatively small logo, white against blue. But the photos could not be more different: small, dramatically cropped, perfectly balanced yet dynamic because of the contrasts in color and shape.

The goal of the UCLA graphic identity system is consistent presentation of the UCLA name - but that doesn't dictate a cookie-cutter approach. This whole section of samples demonstrates that a family resemblance among print and electronic publications is compatible with creative design solutions.

Thanks to designer Wanda Decca and UCLA Corporate Accounting.

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