Food retailer Iceland is playing up its move into home-shopping with the cover of its 1998 annual report and accounts. Created by in-house senior designers Maxine Naylor and Phil Cliffe, the cover features a lightbulb emanating from a delivery van, signifying the lead the company has taken in this area. ‘It’s part of the rebranding of Iceland as a revolutionary retail food company,’ says Naylor, who says the brief was to make the report look very different. The cover features Burweed typeface, chosen because ‘it looks wacky’, she adds. Equally wacky ideas for the body of the report have, however, been toned down by Iceland’s management.
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