The identity, named Forward 50 is designed to work as a ‘modular’ addition to the existing D&AD identity.
The brief for the identity was to create a mark that could be used as D&AD celebrates ‘50 years of looking forward’. It will be used on campaigns and other applications.
The design uses the Futura font, which Brody says he chose for its ‘timeless and yet simoultaneously contempory’ look.
Brody, who takes over as D&AD president next year, says, ‘When it came to the creation of the identity, we wanted to create something that could be used alongside all the other materials and compliment everything that D&AD does this year.
‘Hence, this modular system allows a clear way of writing the story as D&AD/50 without the addition of another logo.’
He adds, ‘We like the way it comes off the page and can be used in any piece of text, as well as in web addresses – conveying the message that everything this year has special significance, without labouring the point.’