D&AD’s pencils come to life in new festival identity

D&AD has revealed the identity for its 2017 festival, designed by The Beautiful Meme

One of a series of designs created for D&AD Festival by The Beautiful Meme
One of a series of designs created for D&AD Festival by The Beautiful Meme

D&AD Festival takes place in London next month with three days of talks, workshops and exhibitions. Speakers confirmed so far include Erik Kessels, Stefan Sagmeister and Refinery 29 founder Piera Luisa Gelardi.

The Beautiful Meme created the identity for the event and have brought D&AD’s pencils to life in a series of short animations. Animations show pencils changing shape and colour and morphing into different objects.

Ben Haworth, creative director at The Beautiful Meme, says the identity aims to reflect the constant presence of the D&AD pencil as a “symbol of excellence” in advertising and design. “Around it the industry is weft and warp and flux. Nothing stays still and that’s as it should be. That’s what this year’s identity is about,” he says.

The studio has created 20 different designs for the campaign. Animations will run on social media and on screens around festival venue The Truman Brewery. Images will also be displayed on prints around the building.

The full festival line-up is still to be announced but D&AD has confirmed that each day will have a different theme. April 25 is focused on tackling global issues while April 26 will look at the trends and technological shifts that are shaping the creative industries. The theme for April 27 is Outrageous Magic, with leading creatives discussing their craft and process.

The festival line-up also includes an exhibition of entries to D&AD’s Professional Awards, a Next Director showcase and a Next Photographer exhibition. D&AD will be running bite-sized training sessions of its professional development classes and insight sessions with Awards judges. The Awards ceremony will take place during the festival with a new format that is yet to be revealed.

For more information about the festival see dandad.org.

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