Rebranding the Netherlands’ most prestigious design prizes
Founded in 2003, Dutch Design Awards are the nation’s most prestigious design prizes, recognizing and rewarding design excellence in eight categories. Dutch Design Awards goes further than just awarding the best design, however: it reflects on the current state of the discipline and its contribution to addressing the urgent questions of today. Unfortunately, frequent changes in design over the years had left the Dutch Design Awards without a recognizable brand identity beyond its logo.
Asked to create a new visual identity for the awards, we decided to highlight its content-driven dimension, positioning Dutch Design Awards as a serious and notable institution rising above temporary trends. Our design therefore references the classic strengths of Dutch design, especially its graphic character. We introduced an identity based monumental geometric shapes derived from the angles of the original logo. These shapes are dynamic and flexible visual elements that can be applied to a broad range of assets, from wayfinding signs to digital environments. By using bright orange as the main colour, the Dutch identity is playfully highlighted.
The rebranding gives Dutch Design Awards an immediately recognizable character and elevates the perception of the awards to match its competent, prestigious and institutional nature. The basic design elements were successfully adapted across various media, in the award statuette and the awards show itself.
Geometric shapes and the national colour orange pay tribute to the Dutch Design heritage.
The branding elements make for dramatic digital media.
A versatile design system is implemented to uphold design power as well as a compelling look at the work of nominees.
For the Awards Show, we designed the certificate awarded to all nominees and winners.