Design Week Awards 2012 review

14.06.12

Our view on the winner of our sponsored category in the Design Week Awards 2012…

We’re proud to have sponsored the annual Design Week Awards for the second year running. The awards champion great design work from the past year across nineteen categories, from Identity Design to Packaging to Product Design to App Design and everything in-between.

We sponsored the Identity Design award. It’s an area we’re very familiar with – just this past year we’ve worked with AkzoNobel & Design Bridge on the new Dulux global identity.

Good branding work has the power to allow companies, products and services that might otherwise be lost in the competitive mire to sing out and be noticed. The winner on the night – The Allotment‘s White Logistics and Storage rebrand – is a fine example of that phenomenon.

The haulage industry is heavily commoditised – at a glance, there’s little difference between the many companies that provide this necessary service. Amongst them was White Logistics & Storage – a company held in high regard by its customers for its dedication & passion, but on the surface no different from anyone else.

The Allotment have changed that with a superb piece of rebranding work that starts at base principles and carries through an inspired concept to a deft execution.

Their starting point? The elephant in the room. Let’s make no bones about it – logistics and storage ain’t glamorous. It’s moving stuff from A to B. It’s functional, straight-forward and bullsh*t free, or – in other words – black & white.

And that simple concept has been delivered in an unapologetically bold and striking style that harnesses the power of black and white to communicate a straight-talking brand. It’s a no-nonsense concept which could easily have felt utilitarian or cold, but instead has been executed with just the pinch of humour needed: touches like the cheeky overhead view of the lorry in the wordmark (see the video) and brain-teasers on the lorries themselves help add a levity that engenders a strong affinity with the brand.

All in all, a superb piece of work, and a worthy winner. Indeed, it wasn’t just the winner of the Identity Design category – but also the overall winner of Best In Show.

Our congratulations both to The Allotment and to White Logistics & Storage, for it’s an identity which must have required substantial bravery and faith in the creative process to commission.

We’ve explored our pick of the other shortlisted entries in a separate post here.