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Work

The brief

You are invited to interpret this year’s WCDD theme, 1Love/1Word in honour of Icograda 50. The design is completely open to individual creation. The mandate is to visually express what 1Love/1Word means to you.

For 50 years, Icograda has been a place that designers can call home.

‘1Love1Word’ captures the spirit of the Icograda family. It is…
… multiplicity as a unity; finding congruity in difference and accord in divergence

… multi- and inter-disciplinary collaboration bridging gaps to produce innovative design solutions
… love as a creative force, design as a communitarian practice

… interplay between tradition & innovation; responsiveness to context & history

… a cumulative, collaborative, pioneering drive for accessible and sustainable design


It is Icograda.

icograda50 logo by Fabrica

number 50 mark

Icograda is the International Council of Communication Design, a partner of the International Design Alliance. Founded in 1963, it is celebrating it’s 50th birthday on the World Communication Design Day, 27 April 2013.

Their commemorative icograda50 logo was designed by Fabrica (from the Benetton Group).

Our task was to create a billboard design for this special occasion. To tackle this challenge we started by looking at the geometric and modernist representation of the number 50.

The number 50 was inspired by old world maps structured on dual globes, giving a complete view of all continents: a clear reference to Icograda’s broader mission to support all design cultures globally (source).

We felt that the simple shapes had a good potential to become a communication device, while staying true to the identity developed by Fabrica.

number 50 mark

icograda50 typedesign

We wanted to take this idea a step further by expressing the various values of the 1Love1Word campaign with it. First, we created a type design purely from segments of circles.

By the overlapping letters, we emphasised the idea of bridging gaps and collaboration. The fact that the letters are coming from the same source, but still distinct looking meant to represent the notion of ‘accord in divergence’.

icograda50 typedesign

icograda50 artwork

We took this core thought and created an artwork to accompany the type design. The difference in size, colour, number of segments, direction, and the level of overlaps all serve the purpose of representing the vast diversity of people.

But as these shapes come together, their common values become evident. It’s their connections and their rhythm that underlines the strength of their unity.

icograda50 artwork

icograda50 billboard

The minimal graphics, the vibrant colours and the simple layout combine references of the 60’s with contemporary design. The same design ethos are still thriving today. This is why icograda’s work after 50 years is still relevant and important.

icograda50 billboard

48 sheet digital billboard

Design option for smaller billboards.

48 sheet digital billboard

96 sheet digital billboard

96 sheet digital billboard

icograda
X jcdecaux

The campaign was initiated by JCDecaux UK, who provided the billboard space for the designs. The showcase was on one of Europe’s busiest roads: Cromwell Road, London.

icogradaX jcdecaux

The Cromwell Road Digital Gateway

It was seen by an estimated number of 350,000 people, passing through the road that is the link between the City and Heathrow Airport, with a truly international audience.

The Cromwell Road Digital Gateway

icograda x jcdecaux

Our winning designs were displayed on 96 sheet digital and printed billboards.

icograda x jcdecaux

aim high and make things happen

Marilena Farruggia, managing director of Icograda, said: “The initiative stemmed from people coming together with a spirit of collaboration and passion for design. This was an example of young talent taking a risk and turning an idea into reality and that's what Icograda was built on the spirit of possibility. “The theme 1Love1Word was envisioned by members of our board... and you will see other initiatives this year celebrating this theme. We hope that young talent will be inspired to try... to aim high and make things happen instead of waiting for something to happen.” (source)

aim high and make things happen

digital v print

It was a great demonstration of the edge of digital billboards over traditional printed ones. Completely eliminating colour matching issues and other limitations meant by print, the digital ones provided spectacular vibrancy, and made the designs really shine.

digital v print