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Design Category
Information design, 1996
Design firm
Putnam Investments Corporate Communications (Boston, Massachusetts)
Collection
(1997) Design of Understanding 2
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The Putnam Shareholder Guide is the first communication an investor receives from Putnam after investing in a mutual fund. It is important that the guide provide clear information to shareholders about managing their accounts and their relationship with Putnam. The design is clean, non-sales oriented, and easily navigable. Shareholders can flip through the booklet upon receiving it, and then refer to it as necessary. Elements from Putnam’s design system were used to reinforce the corporate identity. Production costs were carefully considered because approximately 500,000 copies are printed each year.