Graphic design association hires Rethink
By Rob Bale
The Association of Registered Graphic Designers, a professional association for graphic designers, recently retained Rethink of Vancouver to develop the branding for its new award, the RGD Branding Awards. The visual identity for the awards is based on the image of the registered trademark symbol. The agency also developed a custom typeface for the awards and a collection of static and moving graphics for print and digital use. The creative incorporates portraits of the members of the judging panel created entirely from trademark symbols.
“The biggest challenge for brands these days is standing out,” said Hans Thiessen, creative director of Design at Rethink. “So to design a distinct identity for RGD’s inaugural Branding Awards, we embraced a deceptively simple idea, creating the identity entirely out of branding’s most overlooked symbol, to craft something that’s as unexpected as it is impactful.”