The D&AD has revealed its first rebrand in nearly half a century, and the new identity aims to help increase the D&AD as "the standard bearer for creative excellence," according to the organization. The rebranding is the first since the founding of the charitable organization in 1962, and has been designed by Garry Blackburn and Simon Elliott of London-based design consultancy Rose. The new identity will be rolled out during September, says the D&AD.

D&AD was established in the 1960s to celebrate creative communication, reward its practitioners and to raise standards throughout design and advertising in Great Britain. Today, D&AD is still a UK-based charity but its remit has expanded to champion excellence in creativity globally. D&AD runs global awards schemes and education programmes and works with the business community to ensure that creativity is high on their agenda.

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"This is the final stage of a process that began almost three years ago,’ said D&AD Chief Executive Michael Hockney. "We initially changed our name from British Design & Art Direction to D&AD to reflect the wide range of creative disciplines from around the world that we uniquely represent. Our new corporate identity embraces D&AD’s heritage, while also recognising the multi-faceted nature of our work in the 21st century."
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The rebrand retains the well-established D&AD logo designed in 1962 by Fletcher/Forbes/Gill and also incorporates the iconic Yellow Pencil in an innovative way. Garry Blackburn, Creative Partner at Rose comments, "D&AD is highly regarded by creative practitioners, and the Yellow Pencil is world-renowned. The organisation is now multi-faceted, so we took the original logo and combined it with a yellow hexagon – the shape of the pencil when upended. The original marque sits in the middle of the hexagon – like the lead running through the core. The D&AD ‘seal of quality’ will be easily identifiable from now on."
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The new brand identity will cover all D&AD corporate materials including Congress, the website, membership cards, Ampersand magazine, business cards, award certificates, office signage and corporate stationery.
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