Following humanistic design, the layout boasts much white space. Paragraphs are broken down and sometimes even bulleted (see image 1 below), assisting your eyes in quickly scanning the type on the page. The layout is classic and reminiscent of Gutenberg’s 42-line bible. Two columns are centered on the page while type is justified on both left and right (see image 2 below). Diminuendo is used by starting off with larger typographic elements and gradually reducing in size as the viewer moves down the page (see images 3 and 4 below). The layout of the annual report is in the style of a book, telling the story of the previous year of IBM. Each “chapter” opens with a large illustration defining the theme of that chapter, much like a story book would (see image 5 below). From the images available on the AIGAs website, you can see that a strong grid is followed throughout, even when a larger image is thrown into the mix (see images 6 and 7 below).
Jenson was a great choice for the annual report because it lends itself to exceptional readability. It is a perfectly legible font with a classic feel, and allows the pages to exude a sense of lightness even when capital letters are used to create emphasis (see image 8 below).
Images of the IBM 2000 Annual Report were borrowed from the AIGA Design Archives.