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Cannes 2014

Design Grand Prix Goes to Norwegian Shop for a Logo That's Visual and Musical

U.S. golds awarded to Interbrand, TBWA\MAL

Bridging musical and visual language

CANNES, France—Norwegian agency Anti Design won the coveted Design Grand Prix here tonight for a fascinating branding identity campaign for a music and arts festival, the centerpiece being a logo that was both visual and, in a way, musical.

"Looking to bridge musical and visual language, we started with what they both had in common: being constructed from a single fundamental element—a note and a pixel," the agency explains in its case study for the Bergen International Festival campaign.

The shop created a simple, iconic F logo from three lines. "Like a chord constructed of various notes, we were able to establish a mathematical system—a system that allows the logo to grow, subdivide and rhythmically repeat like musical units, creating a beat or tempo. By visualizing music through these modular systems, we were able to create an identity that is strong and flexible with endless possibilities, yet never loses brand recognition. A logo that is both a traditional logo, and a living identity."

See more in the case study here:



Interbrand in New York and TBWA\Media Arts Lab in Los Angeles led the way among U.S. agencies, both winning gold Lions.

Interbrand won for its entry in the Mandela95 Poster Project, which invited artists from all over the world to honor Nelson Mandela's 95th birthday, and his life, through the design of a commemorative poster. The size of the poster, A2, was the project's only creative parameter—but Interbrand's poster unfolds into an 8-by-7-foot rectangle when placed on the ground, which was almost the exact size of Mandela's cell at Robben Island, where he spent 27 years in prison. The poster read, "He illuminated the world from an 8-foot cell," in black sans serif font on a yellow background. The contrast of black to yellow was designed to transport viewers into Mandela's darkness during those 27 years, illuminated only by his enduring optimism and spirit.

TBWA\MAL won for its intricately designed "Intention" film for Apple, which paired simple phrases with elegant visuals to describe the thoughts and emotions that go into the creation of Apple products.



See the full list of U.S. Design winners here:

Interbrand New York - Mandela Poster Project's Paper Prison - gold Lion
TBWA\Media Arts Lab Los Angeles - Apple's Intention - gold Lion

Ogilvy & Mather New York - IBM's Datagrams - silver Lion

Ogilvy & Mather Chicago - Steppenwolf Theatre's The Qualms, The Wheel, Tribes and The Way West - bronze Lion Campaign
The Martin Agency Richmond, Va. - Oreo's Anthem - bronze Lion
Grupo Gallegos Huntington Beach, Calif. - Alzheimer's Association's Husband - bronze Lion
Projector New York - Uniqlo Hairdo - bronze Lion
Mullen Boston - National Geographic Channel's Killing Kennedy - bronze Lion
DDB New York - WaterIsLife's Drinkable Book - bronze Lion

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