Landor drives up debate at the Design Show

The Design Show is about to unveil its new identity, created by Landor Europe to project a less formal image for the event.

The new logo has a screwed up ball of paper to represent the process of design rather than the “slick” finished product, says Landor Europe creative director Peter Knapp. This is supported by using the Trojan typeface for the name of the show and a strapline.

Described by Landor Europe president Craig Branigan as “a big idea”, the paper ball indicates the thinking behind design, posing the notion of ideas being rejected before a design is finalised. Branigan says it will “drive up conversation and debate” among visitors and exhibitors at the event.

Photographed by Ray Cockle, the image will appear on its own or with a wastepaper bin on tickets, letterheads, the show guide, seminar programme and other promotional items. Items will use different straplines, such as “excellence through rejection”.

Landor’s design replaces the logo by Pentagram partner Justus Oehler for the Design Show’s launch in 1996. Show organiser Centaur Exhibitions wanted a more informal image as the show approaches its third year. It will run at London’s Business Design Centre from 27-29 October.