Pure expression of innovative design is honored by the red dot design award. The prestigious award has been awarded to creative minds around the globe since 1955. The big winner in 2010 is AUDI AG: The Design Zentrum Nordrhein Westfalen announced last week that 16 of the coveted trophies in the category communication design are going to the car maker and its design agencies this year. In recognition of this overall achievement, the brand with the four rings will be honored with the special title “red dot: client of the year” at the red dot gala in December. This new cross-sector category recognizes the brand that has stood out thanks to consistently appealing design.
The panel of international design experts was particularly impressed with the high consistency of Audi’s communication and praised the principles of sustainability and efficiency as premises behind the work. “AUDI AG is exemplary in its implementation of the brand’s core and its values such as progressiveness and sophistication in diverse media and communication channels,” says Prof. Dr. Peter Zec, Managing Director of the Design Zentrum Nordrhein Westfalen and initiator of the red dot design award. Among the work recognized by the panel are the premium manufacturer’s audio concept Audi Corporate Sound, the design of the show stands, interactive roadshow concepts such as the most recent one for the Audi A1, and the brand’s appearances at Design Miami and Art Basel.
The brand architecture is also the focal point for Lothar Korn, Head of Audi Marketing Communications: “We place a lot of emphasis on design in 3D because that offers us the most creative freedom.” The company therefore collaborates with design agencies in various communication segments. 16 red dot awards between nine international agencies are testimony to the success of this collaboration. A total of 6,369 works were submitted to the panel for consideration. No company received more awards this year than the car maker from Ingolstadt. Audi will receive the inaugural “red dot: client of the year award” on December 8.
Lothar Korn will be at the red dot design museum in Essen to accept the award. That same day, design agencies working on behalf of Audi will receive an additional 16 awards in the category communication design and marketing communication. Among these are two “red dot: best of the best awards” for outstanding design for the brand’s appearance at Design Miami and for Audi Corporate Sound. All of the winning efforts will be on display at the red dot museum in Essen as part of the special exhibition “Design on stage – winners red dot award: communication design 2010”. The exhibition opens with the award ceremony and runs through January 9, 2011. The winning works will also be published in the “international yearbook communication design 2010/2011”.
The focus of the red dot design award is on innovation and appealing design. It is awarded in the independent disciplines product design, communication design and design concept. The nominees for the award include global players from a wide variety of industries and segments, from furniture manufacturers to research centers. Audi has earned the praise of the international panel many times in the past. 39 titles have been awarded to communication efforts by the brand with the four rings in the last five years alone.
