Interstate Associates has created a communications brochure for the Federation Internationale de L’Automobile, the world governing body of motor sport.
The FIA hopes to educate motorists and lobby governments by addressing environmental challenges in motoring through its new Make Cars Green booklet.
The London-based branding consultancy was offered the contract by the FIA in January. It was the result of an existing working relationship, according to Jayne Connell, account director for Interstate.
It was briefed to make an impactful document, with a particular focus on how Green initiatives in motor sport can have a practical application in road use.
‘The FIA wanted to bring a voice to the debate and call for action from governments and consumers alike,’ says Connell.
The resulting 53-page booklet, which is being sent out today, uses large illustrative graphics, photography and bold typography. It is to be translated into five languages and sent to automobile clubs globally, including the RAC in the UK and AAA in America.
Connell stresses the importance of the Futura BT font used for the body of text and the Foundry Form Serif Demi Regular used on titles and pull quotes.
She says, ‘Foundry Form Serif is a modern serif that adds gravitas and respect to the messages and it is sharp, which helps retain maximum clarity when printing on environmental papers.’ The catalogue uses recycled paper and chemical-free inks.