The Brand New Awards will reward all of its winning entrants with publication in a printed book to be designed, published, and distributed by UnderConsideration as well as a paid-access website. Winners will receive a copy of both editions.
More important than the object itself, the medium, or the delivery is the collective quality of the winners: The work selected will be a representation of the very best work being done in identity design today. Winning entries will be generously showcased in the book with credits and accompanied by client statements. Additionally, each judge will pick his or her favorite entry for five Judge’s Choice Awards and each category will have a Best of Category Award selected collectively by the judges.
All Professional level winning entrants must submit a client statement in order to be published. This confirms that the project is not only real but that it was satisfactory to the client and guarantees that the book is not just a display of fancy design but a collection of (fancy design) work that actually helped a product, service, or organization perform better.
Client statements can be provided through the online form when entering but it is not obligatory at that point. Through a maximum of 100 words the client must summarize their experience of the design process, whether their goals were met, what their impression of the result is, and any other comment that validates the concept, execution, and strategy of the entry.
Sample statement from 2010
We launched with a very clear objective: to be the first organic food store in Lima and to fulfill a market segment that is growing considerably in the last few years. Our initial budget was very small, nevertheless we invested 25% of it in our identity. That decision was crucial, because it’s with this identity that you make a first impression, then you position yourself in your consumer’s mind to finally create value for your mark. Infinito contributed a lot to our initial concept, they translated it to a visual realm stupendously, way beyond our expectations. Finally, we chose a logo unanimously that today is a key factor of our growth. — Jimena Florez-Estrada, partner of Punto Orgánico
All Student level winning entrants must submit a teacher statement in order to be published. This confirms that the project was part of a class assignment or thesis project and that it met the brief and demands established by the instructor.
Teacher statements can be provided through the online form when entering but it is not obligatory at that point. Through a maximum of 100 words the teacher must summarize the appropriateness of the project in contrast to the assignment, the effort made by the student in the research and development of the project, and any other comment that validates the concept, execution, and strategy of the entry.
Sample statement from 2010
Astra’s vision for Colt was a brave one. He wanted to take an arms manufacturer and transition it to a lifestyle brand. He did this well — and the place that this is embodied best is through the narrative of theb rand book itself. He casts Samuel Colt as a hero and an innovator — both industrially and culturally (“Abe Lincoln may have freed all men, but Sam Colt made them equal.”). Lots of research went into the creation of the robust narrative, which almost overshadows the already fantastic mark he created of the stallion’s silhouette. It at once looks bold and free as well as stoic, statuesque, and chess-piece-like (alluding to the fact that one can be bold but, at the same time, a strategic player in a complex game). The type and icon in the mark itself was a product of weeks of fine tuning and hand lettering. The overall tone of the book is very classic — pointing to vintage-esque type and a subdued color palette. — Hunter Wimmer, instructor at Academy of Art University