WINNER
Girl Scouts of America rebrand
by Collins, for Girl Scouts of America
An enormous number of stakeholders had an interest in this rebranding project. Girl Scouts of America is the oldest organisation for girls in the US and has 1.7 million current Girl Scout members.
There are also 50 million former members of an institution that has played an integral role in many of the cultural milestones of the country’s development. Since it was created in 1912, Girl Scouts of America has been involved in arguments for women’s suffrage and civil rights, and has proudly pioneered female leadership and empowerment.
Keen to emerge from a cookie-shaped shadow – a reference to ubiquitous cookies sold as a fundraising technique – Girl Scouts of America appointed Collins to evolve and reestablish its brand identity.
To represent the organisation’s many ambitions, Collins used patches and badges at the heart of a new identity system. It simplified the main symbol to an iconic silhouette while retaining a Trefoil device that has been present since the 1912 launch of the Girl Scouts and bringing in a vibrant new colour palette.
The judges said: “Impressive identity system and gaphic language built around badges, encouraging girls to empower themselves and be ambitious.”
HIGHLY COMMENDED
Fight for Home
by Superunion, for Shelter
Social housing charity Shelter was founded in the UK in 1966, as the National Campaign for Homeless People, to tackle a housing sector that was at breaking point. Sadly, in 2022 it faces a bleakly similar situation.
Shelter is now seeking to overturn its reputation as ‘another polite charity’ by repositioning itself as a true activist organisation. It aims to highlight how years of austerity, a lack of investment in social housing, poor welfare support and a lack of protection for private renters has left 17 million people in the UK without a secure home.
To facilitate this Superunion has taken Shelter back to its roots. Inspired by the visual language of protest it has introduced an aggressive red brush stroke that consciously seeks to disrupt. The logo comprises a red arrow that echoes the shape of a roof – with a ‘DIY’ aesthetic that allows it to be reproduced easily and cheaply in any situation.
The design studio even created a hand gesture, with hands used to form the roof symbol, that allows everybody to be an activist when they see an opportunity to develop messages about homelessness.
Schwinn
by Manual, for Schwinn
Iconic US bicycle brand Schwinn had been “storing 125 years of heritage in the attic and was competing solely on price” before a rebranding project last year. The brand had been relegated to big-box retailers, where it competed against cheap or no-name rivals.
In 2021, with new owners keen to invest in design and product development, the opportunity to redress the balance arose.
Manual was aware that simply redesigning the logo was insufficient. It set about a project to honour the brand’s past without repeating it, avoiding the temptation to create a retro look and feel to instead carry forward the spirit of the brand – rather than the spirit of the past.
Reducing clutter, introducing fun, and acknowledging that it is important to recognise casual cyclists became key factors in an approach in Schwinn’s journey back to health.
Match Identity Design Rebrand
by Collins, for Match
For an online dating brand Match has a long history. Founded in 1995, it was at the forefront of a brave new world of relationships.
Since then, the world of online dating has changed. Many users now see it as a source of anxiety or even panic.
In evolving Match to be ready for a ‘new future’ Collins sought to home in on areas where Match was unmatched, positioning it as a beloved service rather than a means to an end. It coined the term ‘Romantic Hospitality’ to sum up its strategy inspired by the effortlessness of a concierge’s wave: rather than pushing users to engage it would seek to be almost invisible but deeply appreciated.
Pre-launch testing showed a 13% improvement across all key metrics, as Match members showed they were interested in taking things further.
Jodrell Bank Rebrand
by Johnson Banks, for Jodrell Bank
Jodrell Bank is not just an observatory. After 75 years at the forefront of scientific discovery it is a UNESCO World Heritage Site and a popular visitor attraction – and of course the home of the famous Lovell Telescope.
Johnson Banks was tasked with encapsulating the sense of curiosity and wonder that Jodrell Bank instills in those who work there or visit.
The resulting identity began as a motion sketch that could turn, tilt and sway in much the same way as the Lovell Telescope. This concept evolved into a dish-shaped icon that can turn at any angle and be used as a frame or container for images or other content. Images can be changed as the dish turns through vertical or horizontal positions to create dynamic optical effects.
A new tone of voice, which even allows sci-fi jokes, rounds off a dramatic change for Jodrell Bank.
Identity Design – rebrand
shortlisted