Yves Behar’s agency Fuseproject has rebranded the International Design Excellence Awards (IDEA) including a redesign of its logo, identity and trophy. The branding is based around each letter of the awards acronym becoming a shape, for example the A is a triangle, and the E a set of steps, that resemble children’s building blocks. For the trophy, the 3D letters assemble to form a cube held together by magnets.
“The magic is in how these [letters] come together,” Yves says in his design statement, “just like a design solution is a beautiful puzzle, where each piece can stand on its own, but where they work better together. The colour scheme is influenced by the built world around us – bright and playful. With the ability to separate and combine the colourful letters, the brand identity is also able to remain flexible for collateral, such as campaigns and swag, allowing it to fluctuate as the design industry itself would.”
The awards are run by the Industrial Designers Society of America, but as Yves explains, the awards are broader in discipline, so the branding has been created to reflect this. “With the encompassment of industrial design, graphic design/branding, design strategy and service design, and potentially new disciplines in the future, the award is truly meant to spread its arms across everything design is and will be,” Yves explains. “We hope to show the beautiful, cohesive, evolving, flexible, playful, iterative, eccentric, wonderful world of design – and indicate the bright future of our ever-changing industry.”
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