CATEGORY

Logos

LEVEL

Professional

RANK

DESIGN CREDITS

Executive Creative Director

Mike Rigby

Creative Director

Ben Miles

Senior Designer

Jo Roca

Senior Writer

Lex Courts

Senior Motion Designer

Mike Tosetto

Strategists

Kalina Gondevska, Andy Wright


TAGS

, , ,


LINKS

Interbrand Sydney
AGDA

AGDA by Interbrand Sydney

CLIENT

The peak national organ­i­sa­tion rep­re­sent­ing the Aus­tralian graphic design indus­try. With more than 2,600 mem­bers through­out the cre­ative sec­tor, it’s ded­i­cated to advanc­ing the pro­fes­sion through an inter­re­lated pro­gram of state, national, and inter­na­tional activ­i­ties in edu­ca­tion, advo­cacy, and pro­fes­sional development.


BRIEF

To change the per­cep­tion and feel­ing around AGDA—from an asso­ci­a­tion per­ceived as behind, cor­po­rate, and closed off, to one fully open to new tech­nol­ogy, new oppor­tu­ni­ties, new ideas, and of course new mem­bers. It also needed to be open to new disciplines—such as dig­i­tal design, motion design, writ­ing for design, and branding.


APPROACH

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. The idea was to keep the core brand ele­ments time­less; to resist the urge to make the iden­tity too trendy or cool. That way, there is space for dif­fer­ent design­ers to be more expres­sive around the logo and typog­ra­phy, while the core ele­ments remain for years to come.

The expe­ri­ence of work­ing with the Inter­brand team was incred­i­bly insight­ful. They clar­i­fied ideas that we as an organ­i­sa­tion already had but also pro­vided insights into our busi­ness that we had not even con­sid­ered. Big ideas and a bold new direc­tion. The result was a fresh, flex­i­ble and unex­pected brand iden­tity that has already begun flour­ish­ing in the hands of other design­ers. Our visual iden­tity has never been so sharp and our future has never been so bright. — Nicholas Eldridge, AGDA National Trea­surer & Interim CEO

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