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Dräger: Meeting the requirements of
Dräger is a leading international company in medical and safety technology. The family business, founded in Lübeck in 1889, is now in its fifth generation and has developed into a global, listed company. The basis of its long-term success is a value-oriented corporate culture with four continuously cultivated corporate strengths: strong customer focus, competent employees, continuous innovation and excellent quality.
Financial Report
The annual report published in 2018 underwent a complex typographic and design redesign as part of the previous year's pitch, which still determines the design of Drägerwerk AG's reporting today. The aim was to simplify the typography of the mandatory sections and to adapt reproduction to today's requirements – in order to do justice to the growing importance of the PDF format for the screen, but also for printing out on a wide variety of devices: The colors of the text and numbers should be simplified without impairing readability. Heisters & Partner developed a monochrome design that dispenses with grayscale and colors and yet creates a clear and unmistakable reference to the corporate design of the Lübeck-based medical and safety technology company.
Blue divider pages and a system of structuring indexes bring the color accents of the corporate color into the chapters to create a clear structure. In competition with five leading annual report agencies, Heisters & Partner proved that they could deliver the best solution for the overall design of the reports and jointly continue the annual report concept developed since 2006. In addition to the design aspects, the consistent use of format templates also created the basis for an editorial system-supported XBRL export that, based on a clear typographic structure, allows a specific taxonomy that meets the requirements of future reporting.
The font design of the Dräger Report follows the specifications of the corporate design created by Otl Aicher student Rolf Müller, which Heisters & Partner revised in 2003. The font mix of the Antiqua font Walbaum and the sans serif Akzidenz Grotesk gives the report an independent and straightforward expression, which also reflects the company motto »Technology for life« and draws its tension from the design contrast between an organic and a constructed typeface.
The annual report of Dräger AG & Co. KGaA has received all relevant design awards, including the German Design Award, the Red Dot Award, the iF Design Award, the DDC Award in bronze and silver, the Fox Finance Award and the »Best German Annual Report« awards from manager magazin, Capital Magazin and Handelsblatt, as well as awards from the Corporate Communication Institute of the Münster University of Applied Sciences and from Prof. Olaf Leu of the Mainz University of Applied Sciences for exemplary conception and design.
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