AWARD unveils new logo driven by ‘complex algorithm’
Australia’s main advertising awards – AWARD – has relaunched with a new logo which is says is based on a “complex algorithm” to represent each member of the organisation by a single dot.
According to AWARD – the Australasian Writers and Art Directors Association – “the 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.”
The new A logo – created by Interband – can also be seen on AWARD’s new website, which has been developed by digital agency Deepend.
Richard Maddocks, ECD at Clemenger BBDO and chairman of AWARD said: “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.”
June 10th, 2009 at 12:16 pm
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Comments
10 Jun 09
12:26 pm
Good concept, shame about the execution. Looks like a petri dish or mould growing. Information design is more than just running an algorithm, there’s also this crazy thing called aesthetics.
10 Jun 09
12:30 pm
How do you put a ‘real-time’ logo on letterhead/stationary?
10 Jun 09
12:45 pm
Nice idea, but will anyone realise what is intended if they haven’t had the explanation beforehand? To the unitiated it may just suggest it is time to change the print cartridge
10 Jun 09
1:53 pm
Oh come ON, now you’re just being SILLY! At first glance, I thought it was a fat man going for a walk. Echo Craig, no doubt some great opportunity for further billing whenever they have to update the logo for stationery.
10 Jun 09
2:15 pm
judging by the members list page on the site there are almost 500 members. That doesn’t look like 500 dots to me. We’ve been conned!
It’s a shame the homepage doesn’t surface any content or conversations happening in the community.
10 Jun 09
2:53 pm
Reminds me of one of those Rorschach inkblot test images. I see the head of the Grim Reaper…
10 Jun 09
2:55 pm
I seriously worry when someone’s first thoughts turn to “but how will that look on letterheads and stationary”
10/10 to AWARD for thinking outside the box.
10 Jun 09
2:57 pm
They have GOT to be taking the piss…
10 Jun 09
2:59 pm
I can see a skull
10 Jun 09
3:12 pm
Rorschach strikes again. As a logo representative of its membership its whatever you want it to be. Pretty inclusive!
10 Jun 09
3:28 pm
Awesome! Perfect use of technology to shake up old rules for defining a logo. I really like Interbrand’s strategy to use ‘fluid’ lines to represent writers (bloggers) and art directors, as our creative landscape is constantly changing before our very eyes. The logo looks sensational online! Well done deepend.
10 Jun 09
3:46 pm
I love it. Great design is often polarising – the design has really grown on me.
Have not seen anything like it before. It’s true to its concept – it represents the creative community, it is constantly evolving, it can change and adapt with the times. Its more than a logo and is truly a brand – i.e. it represents a great idea.
10 Jun 09
3:56 pm
Love it
10 Jun 09
4:00 pm
I like it.
It’s organic & the sound design (so often neglected online) is great.
10 Jun 09
4:11 pm
It’s STATIONERY, not stationary.
And I think it looks like a big blob of sludge.
10 Jun 09
4:20 pm
If it’s digital it must be good. Never mind that it’s illegible and messy.
10 Jun 09
4:28 pm
Looks like a bad case of Hemorrhoids, highly appropriate for all that butt clenching that goes on in the Ad world – New depths to Deepend’s work.
10 Jun 09
4:29 pm
I agree creating a ‘brand’ is all about the experience and engaging all sensory responses to fit with the culture of your brand. Often subtle design elements (sound, smell, texture) can be over looked or under valued during the development phase…but it’s never too late to upgrade your brand experience. I think, Trademarking the ‘algorithm code’ in connection with the new logo form would be very cool.
10 Jun 09
4:30 pm
I think it looks like me, moh ha ha ha haa:
http://yfrog.com/47skeletorj
10 Jun 09
6:23 pm
It’s also nice work from Deepend
Well done guys – cool site.
10 Jun 09
6:27 pm
The static version looks rubbish, so stationery can’t have been in the brief. The website looks super cool. I’m mesmerised.
10 Jun 09
6:56 pm
At first I just thought the algorhythm thing was a joke; but looking at it, it looks like its just some crapy fractal thing.
The ida is solid, but the final look is crappy it would have been better to have something that alluded to the concept with the actual logo changing thing just on the website which would be far better.
As to the comments about printing it out on a letterhead, surely everything is digital now – no pre printed stationary now apart from a b-card – which still means that an allusion of the process to make the logo would have been better.
But, hey you have to try new things to do something new. It’s a pity it’s not aesthetically pleasing.
11 Jun 09
10:00 am
I can’t understand why people think our industry is wanky………
11 Jun 09
12:20 pm
It looks like as if the DNA helix structure had a bad case of diarrhoea. Crap explanation about the complex algorithm concept. Ben 10 has a better structured logo. Totally silly & it looks like my theory of the Creative Director getting a bad case of the chaos postulate along with the diarrhoea attack is correct.
1 Jul 09
3:20 pm
Well it’s good to see this has got people talking – full disclosure, I’m from Deepend, and I’m here to pitch in, and answer a few comments.
To: Craig – We’ve built a real-time logo generator that delivers an EPS direct to the stationary AI, or INDD files each time they’re opened or printed. The generator uses real data, and delivers at print quality (with more dots than the website).
To: Brad Eldridge – we simply can’t have 500 dots on the homepage, as this would kill people’s processors, so we limited the number of dots, whilst still representing the members in the three different sizes ratio. When computers get fast enough, we’ll up the number to 500!
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