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Award: Wood Pencil

Wood Pencil / Graphic Design / Annual Reports / 2011

The economic crisis dealt a severe blow to Palfinger, the market leader for hydraulic knuckle boom cranes and leading manufacturer of hydraulic lifting, loading and handling systems. The logical consequence for Palfinger was to economise wherever possible. It is precisely this sentiment that is expressed in the 2009 Annual Report. The ‘economy’ concept is a central theme running throughout the report: simple presentation, rough layout, old-fashioned typewriter typeface, cheaply stapled binding, quick scribbles, blacked-out text, even handwritten corrections. The initial impression: that which is being held is merely a draft.

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