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AWARD unveils new logo driven by ‘complex algorithm’

award-logoAustralia’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.”

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