Established in 1988, the Australian Graphic Design Association (AGDA) is, as its name implies, the “national organization representing the Australian graphic design industry”. It counts with 2,600 members across nine chapters. Going through major changes in the past year — changing from a chapter based set-up to a national organization, the adoption of a board of directors, and centralized financial control and planning, among other things — AGDA has recently introduced a new identity to support its mission to “connect”, designed by Interbrand Australia.
“AGDA is the ‘connecting force’ that unites our industry. It celebrates the things that make us different and the things that pull us together. The perfect balance, between unity, and diversity. The logo connects at either end, representing a chain-link of the industry coming together.”
Mike Rigby Executive Creative Director, Interbrand Australia
As with any major design organization I am sure there are strong, positive and negative feelings towards both AGDA and its new identity but as an outsider with no knowledge of such matters, I can focus on the solution… which is a simple and concise idea that takes advantage of the “A”-sandwich of the name and perfectly supports the idea of connection and linking. It’s eye-catching in its cropped approach and once you see the logo connecting with other logos or words or as part of a phrase it works wonders. The typeface choice — straight up DIN? — could have been a little more inspired in terms of finding something with a nudge more character but, really, this is perfectly fine.