D&AD (Design & Art Direction) is to reveal a new identity this month. Designed by Garry Blackburn and Simon Elliott of London-based design consultancy ‘Rose’, it is the first major rebrand for the organisation since its inception in 1962. The new look will be rolled out across D&AD from September.
The organisation was established to celebrate creative communication, reward its practitioners and to raise standards throughout design and advertising in the UK. D&AD is still UK-based, but has expanded to award excellence in creativity globally. It runs global awards schemes and education programmes and works with the business community to ensure that creativity is high on their agenda.
Top of mind for most advertising creatives in India, the annual D&AD Awards are acknowledged as being among the toughest to crack.
“This is the final stage of a process that began almost three years ago,” said D&AD, Chief Executive, Michael Hockney. “We initially changed our name from British Design & Art Direction to D&AD to reflect the wide range of creative disciplines from around the world that we uniquely represent. Our new corporate identity embraces D&AD’s heritage, while also recognising the multi-faceted nature of our work in the 21st Century,” he further said.
The rebrand retained the D&AD logo designed in 1962 by Fletcher/Forbes/Gill while incorporating the iconic Yellow Pencil in an innovative way, said an official statement from D&AD.
Garry Blackburn, Creative Partner at Rose, said, “D&AD is highly regarded by creative practitioners, and the Yellow Pencil is world-renowned. The organisation is now multi-faceted, so we took the original logo and combined it with a yellow hexagon – the shape of the pencil when upended. The original marquee sits in the middle of the hexagon – like the lead running through the core. The D&AD ‘seal of quality’ will be easily identifiable from now on.”
The new brand identity will cover all D&AD corporate materials, including Congress, the website, membership cards, ‘Andpersand’ magazine, business cards, award certificates, office signage and corporate stationery.
For the uninitiated, the Fletcher/Forbes/Gill logo was designed using the pre-digital 3-D modeling technique of sticking the four characters into the visible sides of a wooden cube and photographing the result. In 1966, Lou Klein designed the Yellow Pencil that is now awarded to winners at the D&AD Awards. Prior to the Pencil, winners were presented with an ebony pencil box with sliding lid designed by Minale Tattersfield. It held a regular-sized grey pencil with silver lettering.
Established in 1999, Rose is a London-based design consultancy whose high-profile clients include Virgin, Lloyds TSB, Tate, MFI, Whitbread, BBC, The Old Vic and Royal Mail. The consultancy has won numerous international awards for creativity. Between them, Garry and Simon have been awarded two D&AD Yellow Pencils, two D&AD Award nominations, and have been ‘in-book’ seven times.