WINNER
Squirrels
by Supple Studio, for Scouts
As the first new branch of the Scouts’ family tree for 35 years, Squirrels is an important launch.
Aimed at four to five-year olds, Squirrels is the organisation’s new early years offer, designed to mark the very beginning of a child’s journey through the scouting movement. It was considered essential that an inclusive tone of voice and visual language would help Squirrels to complement the Scouts master brand, and that it work equally well whether online or – the natural habitat of Squirrels – outdoors.
The spiritual home of scouting is Brownsea Island, where the Scouts movement was founded 112 years ago. It is also the home of a brood of rare red squirrels. The flora and fauna of the island inspired the visual language for the project, which includes a ‘squirrely’ logotype, cut paper illustrations and tree-rubbing textures.
The launch of Squirrels generated more than 700 pieces of media coverage, reaching more than 100 million people – with 99.4% positive engagement through social media channels.
The judges said: “Well observed and connects with audience age group perfectly. Love the colour palette and illustration style. Elicits joy and wonder.”
HIGHLY COMMENDED
Leeds 2023 Year of Culture
by Peter & Paul, for Leeds Culture Trust
The city of Leeds wants to highlight its culture and celebrate creativity with Leeds 2023, an initiative devised by Leeds Culture Trust in response to the cancellation of the UK’s participation in the European Capital of Culture programme.
It is envisaged that events and experiences created during 2023 will have a lasting impact, creating a legacy of economic, social and cultural improvements for Leeds.
Peter & Paul discovered a rich, but often unrecognised, vein of culture running through Leeds and set out to find a way of communicating it while reflecting the local character.
The result was the creation of an identity that was crafted but not over-polished and confident but not cocky, with a logo that carries a ‘hidden’ 23 as a nod to the way that Leeds wears its cultural heritage discreetly.
Straits Kitchen – Singaporean melting pot
by Magpie Studio, for Pan Pacific
A Singaporean restaurant housed in the Pan Pacific hotel located on London’s Liverpool Street necessarily involves a broad frame of reference. Chef Tony Khoo’s vision was of a venue that celebrated the rich melting pot of cultures and cuisines found in Singapore, with dishes and experiences passed down over generations.
Magpie Studio met these demands by creating an identity formed of many rich ingredients. Eclectic food collages, historic regional patterns and silhouettes of food inspired by the menu are presented using humble, hand-cut images that are reminiscent of recipe scrapbooks passed down to Khoo from his grandmother.
Both the logotype and headline font use a modern take on Asian calligraphy, with handwritten notes used to add a human touch while delivering phrases, anecdotes and stories about the dishes.
Khortytsia – the island of a mystery
by Bickerstaff.734, for The Office of the President of Ukraine
Khortytsia Island presented perhaps a unique challenge: to develop a tourist brand for a secluded island that unveils little of its history.
Occupying a special place in the history and geography of Ukraine, Khortytsia Island is best known as the home of the legendary Ukrainian Cossacks. Such is the strength of that story that for years it has appealed only to those with an interest in Cossacks, leaving other aspects of the island’s history neglected.
To make Khortytsia Island better known and more appealing, its new identity focuses on a sense of mystery and the unknown. Using an ‘X’ symbol, a universal symbol of mystery, Bickerstaff.734 created two dozen different logos using significant images and materials. Rather than providing a hint of what is to come, Khortytsia Island invites everyone to discover their own stories about an intriguing place.
Identity Design – Launch
shortlisted