New Brand Identity and Trophy Unveiled for International Design Excellence Awards (IDEA)®

“IDEA is the award by designers, for designers. Fuseproject worked with IDSA specifically to rebrand IDEA and redesign the trophy to reflect the evolving industry it celebrates.”

One of the world’s most prestigious and rigorous design competitions is getting a new look. For 37 years, the International Design Excellence Awards (IDEA)® has been conducted by the Industrial Designers Society of America (IDSA). Now, with the help of fuseproject—the design studio founded by longtime IDSA member Yves Béhar—the awards program is undergoing changes including the redesign of its trophy.

“For anyone who is a maker, who is building something, it’s the ultimate achievement to get an IDEA,” says Béhar. “IDEA is the award by designers, for designers. Fuseproject worked with IDSA specifically to rebrand IDEA and redesign the trophy to reflect the evolving industry it celebrates. Our goal was to create a new identity and trophy that feels as diverse and as expressive as the design industry itself.”

“IDEA recognizes excellent creative designs—not just industrial design, but also architecture, interior design, user experience, graphic design and design strategy,” says fuseproject VP of Design and IDSA Board Member Qin Li. “We want the new branding and trophy design to reflect its inclusivity across disciplines and around the globe, so we may continue to grow and inspire future generations of designers.”

Weight and structure were added to the individual letters. “The magic is in how these come together, just like a design solution is a beautiful puzzle—where each piece can stand on its own but works better together. The color scheme is influenced by the built world around us—bright and playful,” says Béhar.

“The whole idea behind a lot of the sketches that we did was bringing things together, bringing disciplines together. How can we make this feel a bit more inclusive?” asks fuseproject Director of Brand Kristine Arth, who served as an IDEA 2017 juror in the new branding category.

“When the new award was first presented to our IDSA Board of Directors, everyone in the room seemed fascinated with its multi-faceted design and functionality. They were excited to see how it worked,” says IDSA…

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