The RGD announces design partner for new RGD Branding Awards

As we approach the final deadline for our 2023 RGD Branding Awards, our Design Partner Rethink shares the design process for the Awards branding. 

Accepting work from large and small studios, firms, in-house teams and students from across the globe, the RGD Branding Awards are an opportunity for designers of all levels to showcase their work and gain industry-wide recognition.

There is no shortage of well-established branding awards out there, so we needed to create an identity that caused a ruckus, got designers talking and ultimately, entering the awards. Our design solution was to take the most overlooked element from the world of awards brand identity design — the registration mark — and create an entire design system out of it and nothing else," offers Hans Thiessen RGD, Partner & Creative Director of Design at Rethink.

With the brand iten hope that anyone looking at this design system walks away with one of two reactions. Either "I absolutely love this" or "I absolutely hate this and need to tell others about why it's the worst thing I've ever seen!" Both reactions are exactly what we need. 

What are you most excited about moving forward on the project?

I'm most excited to see how designers respond to it. We've been madly working away on this for a while now, so to see it out in the world will be great.

Have there been any unexpected lessons/results in the development of the project so far?

I wouldn't say there was anything unexpected, but there was plenty of learning along the way when it came to bringing the idea of "a design system made entirely of registration marks" to life.

Do you have a favourite design detail on the project that you could tell us about?

My favourite detail of the design system is the fact that there is only one detail – it's made entirely out of registration marks!

The RGD Branding Awards will offer an opportunity to local and international design and branding firms at all levels to showcase and be recognized for their work. The program will run on a 3-year rotation, alongside our So(cial) Good Design Awards and In-House Design Awards.

"We've worked with the RGD in the past — branding DesignThinkers 2017, which was a very enjoyable experience — so we jumped at the opportunity to partner with them again," offers Hans Thiessen RGD, Partner & Creative Director of Design at Rethink. "The fine folks at the RGD are equal parts smart, good-humoured and open to pushing the limits of what's possible with 'graphic design'. We'd be fools to say no to them."

Inspired by an unsung icon from the world of visual branding, the ambitious idea that the team at Rethink has collectively landed on is a trek into uncharted territory. "The most challenging part of the process is currently underway. The team is already getting a little bit sweaty, in the best way possible," shares Hans.  

"As with all branding projects Rethink works on, the bulk of our upfront energy was spent generating ideas. We relentlessly came up with 100+ ideas to ensure we landed on a clear, unexpected idea that had the potential to blow things up," says Hans. 

This new awards program will accept entries from branding to brand refreshes, as well as specific elements of branding such as motion, logos, packaging and websites.