Move Forward - a logo representing long-term trends
In 2015, the German agency denkwerk was awarded with the Red Dot: Grand Prix for the corporate design “Move Forward”:
The renowned experts of the Red Dot-jury stated: “The design idea of this graphically animated logo is outstanding. Created for a platform focusing on the future of mobility, it is based on user data and thus is constantly on the move and changing. By using real-time data of the actual surroundings of the users, the dynamic logo always points forward. Never repeating itself and thus remaining always unique, the logo reflects the platform’s intention in an exceptionally innovative way.”
A logo representing long-term trends
“Move Forward” is a platform where people from all around the world can collaborate and exchange ideas on the major topics and challenges of mobility. Facing the question of how to embody an issue in a logo, if the issue itself is constantly on the move, the logo for this platform was created as animated logo using data such as CO² emissions, energy saving and traffic data from Google to visualise movement itself. The result is a logo representing long-term trends just as the very moment itself, whilst always pointing in one direction: forward.
Based on the principle of “tensional integrity”, the logo’s calculative structure is visible in the background, while three connecting lines stand out in the foreground, forming an arrow that points the way forward. Although this arrow has a random appearance, its real-time calculation follows a precise isometric raster caught within a helix. A font representing a well-balanced mix of the “good old” and the “clean new” lends the logo an uncluttered finish, underlining the progressive technological approach.
Red Dot: If you could choose: whom would you like to work with and why?
Ana Viegas, Heiko Keppel, Kerstin Meyer (Denkwerk GmbH): The German comedian Loriot, whose gift of sociological observation
and ability to reflect it in comic situations made him the first of the interdisciplinary storytellers.
What is your personal key to success?
Try, stumble, stand up, carry on.
What are the main challenges you have to overcome in your work life?
The barriers that cause us to trip in the previous question.
In your own words: 2016 will be the year of …
… the moment when the penny will finally drop and everyone will realise that the digital age has arrived.
Red Dot Award: Communication Design 2016
From corporate design to apps or retail design – creative communication solutions of the international design industry are wanted for the Red Dot Award: Communication Design 2016. Communication designers, marketing experts and young talents from around the world are invited to submit their outstanding projects and campaigns to the competition. Participants can demonstrate their talent in 21 categories. The Latercomer registration is the last possibility to take part in the competition. It ends on 10 June 2016.
