From Marc Gobe, The Art Directors Club "Design Sphere Chair"
Posted on
2007-Nov-19
at
01:49
"I am very excited that The Art Directors Club has created a new award category, Design Sphere, which is about sustained design efforts. From a design perspective, most successful brands today have deployed a consistent design message to reach out to consumers. Apple, for instance, is driven by a powerful passion for innovation. But the way this innovative spirit is manifested by a consistency in its design, style and even retail environments is a testimony to their strong belief in design as a message, and is perhaps the most powerful statement of all. Nike, Starbucks, Samsung and BMW also owe much of their reputations and emotional connection with consumers to their savvy use of the design medium as a powerful, integrated language.
With the passing of time and serial management changes in companies, different personalities and points of view can accumulate to muddy the clarity of a brand and its impact. Sometimes it is almost possible to trace a brand’s evolution and identify its stages with different management styles. The fragmentation of media and the lack of integration between different communication vehicles also increase the risk of a brand image becoming atomized and disjointed, leading to confusion for consumers and a weakening of a brand’s identity.
The Art Directors Club Sphere Award, on the other hand, will celebrate those brands that have shown innovation, consistency, audacity and passion, preserving the integrity of their expression over time and demonstrating the power of design-driven strategy to make brands irresistible."
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