Rebranding the Netherlands’ most prestigious design prizes
CHALLENGE
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.
CREATION
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.
IMPACT
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.
The branding channels the key ingredients of Dutch Design—simplicity, a bold graphic quality and a ‘public’ mission
Unmistakably Dutch
Geometric shapes and the national colour orange pay tribute to the Dutch Design heritage.
Working with George&Harrison is about creating new meaning. That keeps you sharp as a client. For the Dutch Design Awards, their approach resulted in a profound deepening of the brand for each expression
For the physical award itself, we set out to design a statuette that would be instantly recognizable as a 3D interpretation of the visual identity, while being an intriguing object in itself
Website
The branding elements make for dramatic digital media.
Digital media
A versatile design system is implemented to uphold design power as well as a compelling look at the work of nominees.
Award Show
For the Awards Show, we designed the certificate awarded to all nominees and winners.
Using a self-built projection mapping tool, we incorporated images of the nominees’ projects within the category animations—serving as a great combination of wayfinder and eyecatcher within the exhibition space
