The AWARD brand and awardonline.com have been given an impressive overhaul, with a new look that better reflects the individuals that form its membership.
Richard Maddocks, Chairman of AWARD says; “It had been a while since the identity had been refreshed and the committee was keen to find something that was a truer reflection of AWARD and it’s members. The idea was to find something that reflected the community aspect of who we are and to allude to the fact that AWARD has, and will continue to evolve as the industry itself changes.”
Produced by Interbrand, AWARD’s new brand identity is a “living” and fluid ‘A’ logo which reflects the creative community by ensuring each member is represented by a dot. Controlled by a complex algorithm and by being plugged into the member database, the logo grows in real time and changes shape as the membership changes. This has been extended throughout print where the logo appears differently in every execution to express that AWARD is always changing and never static.
Chris Maclean, Creative Director, Interbrand, added: “AWARD has been the benchmark body for the advertising industry within Australasia and a community of creative individuals. We wanted to build a new brand identity that accurately mirrored the creative talent AWARD nurtures – and we believe this ‘living’ logo showcases the spirit of constant creative improvement. Together with Deepend and Digital Press, we have been able to create a cutting-edge identity which has a long and exciting life ahead of it.”
The website and digital execution, developed by Deepend, will provide the industry with a showcase of the best creative work from the year, but most importantly will promote all of AWARD’s activities with equal measure.
AWARD is hosting events in Sydney and Melbourne tonight to celebrate, with specific details released to AWARD Members already.
