Award-winning design and its makers: “The Real Time Brand”
Once a year, the jury of the Red Dot Award: Communication Design honours projects of high design quality. Among the works which received a Red Dot: Best of the Best, the jury awards the Red Dot: Grand Prix. In 2016, the top individual award was granted to “The Real Time Brand”, designed by Grey Germany/KW43 Branddesign and Maruri Grey.
Translating statistics into design
INEC (Instituto Nacional de Estadística y Censos), Ecuador’s official government organisation for statistics, has the mission and the power to not only collect data, but also to distribute the information, making sure the entire country has access to it. The creative idea for the relaunch of its corporate design was to present the data reflecting the well-being of the population visually and in real time.
A logo composed of five concentric circles was developed to represent the fields of literacy, access to clean drinking water, availability of decent housing, employment and job opportunities, and happiness. Each circle is a variable which is colour-coded in a colour of Ecuador’s flag, according to the state of their evolution. Based on INEC’s data, the logo updates automatically and constantly. Moreover, as variables change, the form of the logo transforms. In order to communicate the idea and to create interest among Ecuadorians, the logo idea was translated into a series of image posters, each representing a year or a month, displaying the data collected in that timeframe.
Red Dot: Grand Prix for “The Real Time Brand”
The Red Dot jury summarised: “This corporate design relaunch displays a clever and simple idea of using and working with statistics. Not only does the design look strong, delivering a piece of insightful information that changes as the data change, the work also reflects an outstanding use of typography and the other parts of the identity that are consistently thought through from the outset.” The jury awarded this outstanding design achievement with the Red Dot: Grand Prix. Red Dot talked to the designers who realised it.
KW43 Branddesign is the corporate identity and corporate design specialist of the Grey group and a recognised expert for strategic brand design within Grey’s interdisciplinary and holistic offer. As part of the international Grey network, Maruri Grey is established at the customer site in Ecuador and rates among the most awarded agencies in Latin America. By implementing an international cooperation of the two agencies, they succeeded to link German branding expertise with regional creativity and cultural insight.
What makes somebody a good designer?
KW43 Branddesign: A good designer has a definitive vision of how his work can change the perception of a defined target group – and a true interest in doing so.
How do you convince clients?
With in-depth knowledge of their individual situation, honest interest in their problem and rigorous dedication to the project.
How do you attract attention?
With a consistent track record in winning national awards, diligent PR work and a strong local presence.
How do you cope with competition?
The better the competition, the more it inspires and motivates us to improve.
What is your personal key to success?
Don’t ever feel successful.
At the moment, the Red Dot Award: Communication Design 2017 is on. It offers agencies, designers and companies from all over the world a platform for evaluating their design and creative achievements. They can submit their works and projects to the international competition featuring 18 categories. A 24-member jury will assess each individual entry separately and will award the Red Dot seal only to those that win it over with good design quality and creativity. The final deadline is 9 June 2017.