To be unveiled in London on September 23, the creative work featured in the Annual will be organised by Pencil level and not by creative discipline
BestMediaInfo Bureau | Delhi | September 16, 2015
This year, D&AD President Mark Bonner has decided to reinvigorate the format of the D&AD Annual 2015, proving that even ‘The Book’ can be disruptive. This new Annual will be unveiled during London Design Festival on September 23, 2015 at Village Underground in east London.
Each year, the D&AD President has the responsibility of selecting a designer to contribute to the creative direction of the Annual. The 53rd edition has been designed by D&AD Pencil-winning book cover designer, David Pearson. Well known for his work for Penguin Classics, Pearson alongside colleagues Alistair Hall and Paul Finn have designed the cover to reflect what is the very essence of D&AD – The Pencil.
Shedding light on the design process, Pearson said, “When you boil D&AD down to its essence, it’s all about the Pencils. They’re the prize that everyone wants. The prize that helps drive you to create your very best work. And with the introduction of the full family of Pencils, now including Wood and Graphite, it felt like the perfect time to put the Pencils front and centre on the Annual cover. Just as the Pencil is the heart of D&AD, Wood is the heart of the Pencil, so we used that as the core element for five cover designs, each featuring one of the iconic awards.”
For the first time ever, the book will be organised by Pencil level rather than by category. With the introduction of the two new Pencil levels at this year’s professional awards, this year’s Annual will feature industry big hitters sitting next to independents via alphabetical order, celebrating the diversity of creativity as well as amplifying the impressively varied catalogue of work.
Mark Bonner commented, “Creativity isn’t limited to the well-known or the most-awarded. At D&AD, the best idea wins. When you enter D&AD, you are hoping that your work will be worthy of a Pencil and this year our collection of the best creative work in the world grew. Importantly, we awarded more than 40 first time winners in 2015, perhaps via the additional lure of the new Wood and Graphite Pencils. The time was right for the Annual to be organised by Pencil level and not by creative discipline, creating a staircase of excellence that will hopefully inspire creatives at all stages of their careers. Take a look through and you will see ‘Davids’ next to ‘Goliaths’ by virtue of the great work they did, just as it should be. By colliding the disciplines like this, we will be highlighting the incredible dexterity of modern creativity.”
In addition to these changes, this year Bonner has introduced 10 feature-length case studies chosen on the merit of their story rather than their level of success. These case studies are designed to look behind the work and take an engaging look at how these concepts become a reality. These case studies will be exclusively available for owners of the Annual and D&AD paid members.
For the second year running, partners Hogarth Worldwide have provided the retouching, colour management, general reprographics and production for the D&AD Annual 2015. The cover paper was provided by Black Pencil-winning paper manufacturer GF Smith. The D&AD Annual is published directly by D&AD with a limited run of 3,000 copies. The D&AD Annual 2015 will be available exclusively to buy from the D&AD Shop on September 24.