LONDON – D&AD, the global competition for creative excellence, has released the teasers of the branding identity for this year’s festival.
The central theme of the brand identity is the marriage of subversive design and poetic copy, design by The Beautiful Meme, an agency that strongly believes the concept. As mentioned in the press release by D&AD, these were D&AD President and Havas London ECD Andy Sandoz’s first choice.
“I admire The Beautiful Meme’s work for the way they use both striking visual and striking words to great effect. Their work also shows a lot of heart and a lot of punk, that’s the spirit I wanted for the festival,” shared Sandoz.
Sandoz added that the brief given was “for the festival to carry the conversation beyond the jury rooms and into the main public areas.” The identity also needs to capture and share the human energy and passion that is inspired by a building full of the greatest design and advertising work in the world” and of course, to “open up what we mean when we say Nothing Matters More.”
The Beautiful Meme have designed the entire identity for the festival, from a fully fledged digital campaign to the on-site environmental, all to be revealed in the coming weeks.
Tom Sharp, Creative Director at The Beautiful Meme shares that the work they did for the festival “mirrors the maelstrom of opinions that D&AD instigates.” He adds, “We’ve been thinking about all the different voices that will be at the festival. The judges, the visitors, the brands, the speakers and the people showing work. Everyone has a different opinion on why nothing matters more than creativity. We think the debates, as much as the agreements are what makes D&AD such a powerful organization.”
This set of teasers is just the tip of the iceberg, Sharp hints, “Expect surrealist imagery. Gnomic statements. Thoughts about the nature of chasing perfection. Jokes about monkeys. Poetry. General tricksterism really. All exploring why creativity matters.”
