M&K Creative points the way for New Designers

M&K Creative has redesigned the consumer and business-to-business brand identity for the New Designers Show, which takes place in July 2002.

The awards have this year been consolidated into one programme with a prize value in excess of £45 000. They will be held at, and are organised by, the Business Design Centre in London.

The identity for the show, which is scheduled to be unveiled early next year, has been ‘tweaked’ for it

s slightly different consumer and trade audience, says M&K Creative chairman Paul King, but will remain essentially the same.

The aim of the redesign is to increase the level of sponsorship of the awards and incorporate the different design disciplines on show, which include ceramics, furniture design, silversmithing, textile and industrial product design.

‘We did not want to alienate students who are coming from vastly different design backgrounds,’ says King.

The logo has retained its former ‘arrow’ motif but introduced a yellow ‘hazard tape’ warning to reflect the identity’s strapline, Safety Kills Creativity. The ‘creativity’ strapline is designed to appeal to design graduates in whatever area they specialise, says King.

The previous logo had evolved inconsistently over the past four or five years and needed a revamp, he adds. The project was led at M&K Creative by designers Dan Heaps and Melissa Bagley.

The New Designers Show is a UK graduate design event, which is entering its 17th year. It showcases the work of about 4000 designers and includes the New Designer of the Year award.

The identity will be ‘even more critical’ next year as the show has now developed a distinct consumer offering as well, says King.