Xero is a New Zealand company that offers cloud-based accounting software for small businesses. Founded in 2006, Xero now has branches in Australia, the UK, America, Canada, South Africa, and Singapore.
Xero’s 2018 annual report makes effective use of a 3-colour palette, type treatments, and portraiture.
The 3-colour palette uses black for text, along with a heavily-saturated cyan and a near-fluorescent green for accents and fills. The blue-green combination is an eye-catching one and its use consistently across photographic elements, charts, fills and pull-quotes keeps the report looking fresh and easy-to-parse.
The report uses a single sans serif in multiple weights and fonts. The cyan-and-green combination is used for significant figures and other data. Against a white background, especially, these colours draw the eye without being overwhelming.
Portraits are made in the studio, most often against a cyan backdrop. This helps emphasise the unified colour scheme. It also directs the viewer’s attention to the individual sitter, rather than distract them with complicated staging and set dressing.
A judicious use of colour and type, and an approach that favours the simple over the complex makes this a memorable annual report.
