Finnair felt that large resources were being channeled into annual reporting without necessarily leading to increased engagement with the traditional audience of shareholders and corporate partners.A new concept was needed to broaden the appeal of this publication, improving the content and readability to the point where it could potentially serve as sales material and even engage the general public with the Finnair brand.

As the Finnair brand already has clearly established design principles for both corporate communications and consumer-focused items such as their Blue Wings in-flight magazine, a new, differentiating approach was necessary.Typical Nordic typography styles were eschewed completely, and subtle detail was used to demonstrate a timeless, international approach. A spacious, elastic layout was able to tolerate a variety of text lengths in different languages, while maintaining punchy messaging in text highlights and quotations.Texts and article themes were chosen and developed in close collaboration with Finnair, supporting an emphasis on high-quality travel and nurturing a broad appeal.

As the client felt that the final result had succeeded in capturing mass interest and would prove stimulating to a variety of stakeholder groups, the decision was made to place the Logbook in business-class seat pockets on board Finnair aircraft for a period of several weeks after its publication.This has secured the Logbook a much wider readership than the vast majority of annual reports. All indications show that a sizeable percentage of Finnair’s passengers read and engage with the material, and the concept has become a fixture of Finnair’s annual communications.