Brand Impact Awards

The World’s Best Branding

- Nick Carson

Pioneering designers, inspiring creative directors and brave, intrepid clients rubbed shoulders once again this year at the sixth annual Brand Impact Awards – Computer Arts’ celebration of the very best branding from around the world.

A record number of almost 200 entries were painstakingly whittled down by the discerning judges – leaving 55 projects by 27 different agencies. The criteria were simple: a compelling, appropriate idea; beautiful, consistent execution; and work that stands head and shoulders above its market sector.

Over the following pages, we’ll reveal the thinking behind every piece of work that was shortlisted by this year’s panel – with the winning and highly commended projects discussed in more depth.

Read on to be inspired…

BBC TWO

WINNER BEST OF SHOW, COLLABORATION, CULTURE, ENTERTAINMENT

SHORTLISTED PUBLIC SECTOR

by Superunion www.superunion.com

BBC Two has a long heritage of commissioning stimulating, provocative programmes. However, its progressive, risk-taking reputation had faded over the years.

Putting stimulating programming back at the heart of BBC Two’s identity, Superunion’s innovative branding system curates the experience between programmes, turning the whole junction into an extended ident. Each trailer is assigned one of 25 ‘moods’ – such as ‘escapist’, ‘intense’ or ‘anarchic’. These weave together into a seamless narrative, leading viewers on a journey of discovery.