Design > Brand-building
RGD BRANDING AWARDS
RETHINK, Toronto / RGD BRANDING AWARDS / 2023
Awards:
Overview
Credits
Overview
Background
The Association of Registered Graphic Designers (RGD) is Canada’s largest professional association for graphic designers. In 2023, they introduced the RGD Branding Awards – Canada’s biggest new award show for branding and design. We were tasked with creating an identity for the awards that would be used across promotional collateral as well as at the show itself.
Describe the creative idea
To celebrate the most notable branding and design, we drew inspiration from branding’s most overlooked symbol: the registered trademark (®) — and used it to create the entire identity.
Our target audience was professionals within the international branding and design community who hold their craft up to the absolute highest levels.
Describe the execution
We created the identity entirely out of branding’s most overlooked symbol: the registered trademark (®).
First, using nothing more than the ® symbol, we designed a custom typeface – Registered Grotesk – that features more than 160 unique characters, multi-language support, and a host of OpenType features. Each character – many having over 6000 Bézier control points (BCP) – pushed the limits of what's possible with traditional type design programs.
Then, we extended the ®-only system by developing a dynamic suite of graphics for both static and moving executions. These were used in both print and digital outreach material.
We even exclusively used ®s to painstakingly re-create portraits for each of the internationally acclaimed judges, giving them a bespoke asset for social media outreach.
Ultimately, we used nothing but the ® to create the entire identity system, taking branding’s most overlooked symbol and turning it into something worth celebrating.
List the results
Even in its early stages – having just launched in March 2023 – the identity has already had an impact – helping RGD attract an enviable line up of jury members from around the world, including: Astrid Stavro (VP, Collins), Forest Young (former CCO, Wolff Olins), Shaun Loftman (ECD, Landor & Fitch), Jennifer Kinon (Founding Partner, Champions Design), Helen Keyes (Global Head of Brand, Philips), and many others.
Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?
The registered trademark symbol (®) is used internationally to distinguish one brand’s logos, symbols, and words from another’s.
More Entries from Creation of a New Brand Identity in Design
24 items
More Entries from RETHINK
24 items
