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11 December 2009
Three MetaDesign projects win awards at DDC Gute Gestaltung 10 competition
At this year’s Gute Gestaltung 10 (Good Design 10) competition, sponsored by the Deutscher Designer Club (DDC), MetaDesign won awards for three projects. In the category Corporate Communication, Audi, the car brand, won Gold for its new corporate design: the highest recognition awarded in the competition. MetaDesign played a leading role in the implementation of this design. The list of winners also included the new look for medi, a provider of medical products, and the cultural campaign “Babylon, Myth and Truth” in the advertising category.
Audi decided to modernize its corporate design in 2008. MetaDesign realized the basic elements (logo, colors, typefaces, imagery) and developed them for various applications. Uli Mayer-Johanssen, MetaDesign’s managing director and chief design officer, shares the client’s excitement: “We are very proud of the fact that we have been working with Audi for more than 15 years now in the development of the brand’s look. This recognition from the Deutscher Design Club is a wonderful confirmation of the creativity, high quality and passion we share.”
The new look and feel for medi was created by MetaDesign Zürich. The challenge was to help a brand that has long established itself as a premium supplier to look like one – and to bring its four units together into one brand. Today medi is clearly different from its competitors and stands for premium quality. And the company’s look now interprets its vision “medi – I feel better” in a manner worthy of the brand.
The look of the Babylon campaign, unusually striking for an archaeological exhibition, provoked viewers through its juxtaposition of myth and reality. The eye-catching imagery used in the communication media, especially in the four posters, and the tagline “Babylon was not Babel” played with the contrast between the real Babylon and the mythical ideas engrained in people’s minds. The exhibition surpassed all expectations by attracting over 500,000 visitors to Berlin’s Pergamon Museum between 26 June and 5 October 2008.
The DDC Award is one of Germany’s most renowned design prizes. It is sponsored by the Deutscher Designer Club, which was founded by well-known product and communication designers. The club organizes the annual competition Gute Gestaltung (Good Design) to judge exceptional design in a number of categories. The criteria for evaluation include target achievement, meaningfulness and originality, as well as relevance, connectedness, consistency and production quality. This year the jury selected 164 winners from among the 537 entries.
