Design and Art Direction

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Design and Art Direction (D&AD), formerly known as British Design and Art Direction, is a British educational organisation that was created in 1962 to promote excellence in design and advertising. Its main offices are in Spitalfields in London. It is most famous for its annual awards, the D&AD Pencils. The highest award given by D&AD, the Black Pencil, is not necessarily awarded every year.

History

Origins (1962–1977)

D&AD was founded in 1962 by a group of London-based designers and art directors including David Bailey, Terence Donovan, Alan Fletcher, and Colin Forbes (who designed the original D&AD logo). A panel of 25 judged the 2500 entries to the first awards in 1963. They awarded one Black Pencil (to Geoffrey Jones Films) and 16 Yellow Pencils. Early winners received an ebony pencil box designed by Marcello Minale, one of the founding partners of Minale Tattersfield, which contained a pencil with silver lettering. In 1966 it was replaced by a more durable award. Its education programmes in their infancy, D&AD launched graphic workshops in association with the Royal College of Art in the mid-1960s. They ran until the mid-1970s. Designer Michael Wolff became the first elected president of D&AD in 1970. Six years later, then-president Alan Parker gave the first D&AD President’s Award for outstanding contribution to creativity to Colin Millward of Collett Dickenson Pearce.

Introduction of Student Awards (1978–1990)

D&AD education programmes continued to grow in 1978 when Dave Trott set up the D&AD Advertising Workshops. In 1979, initiated by Sir John Hegarty of Bartle Bogle Hegarty, the Student Awards were launched.[1] Bridging the gap between college and work, the awards present students with real world briefs to tackle. The awards had already started to recognise a wider range of categories through the 1960s and 1970s and photography, retail design (now environmental design), music videos, and product design became part of the awards in the 1980s. The awards also opened up to international entries for the first time in 1988. Controversy surrounded a decision to hold separate advertising and design awards in 1986 and 1987; the separation, made for practical reasons based on the chosen venue, was seen by members as a split between industries.Script error: No such module "Unsubst". Afterward, the ceremony did come back under one roof, where it has remained.

Move to Graphite Square, Vauxhall (1990–2012)

D&AD moved to Graphite Square, in Vauxhall in the 1990s. The first Student Expo (now New Blood) and the University Network, the D&AD membership programme for university and college courses, launched in 1993. The first session of "Xchange" took place in 1996. It was described as a ‘summer school’ for college lecturers and creative practitioners updated participants on the latest industry trends. D&AD launched its website in 1996 and introduced its first digital categories to the awards in 1997. D&AD celebrated its 40th birthday in 2002 with Rewind, a retrospective exhibition and book of some of the most iconic work since the 1960s at the Victoria & Albert Museum.

A new benchmark was set at the turn of the century when a double Black Pencil was awarded to the AMV.BBDO ‘Surfer’ for Guinness for its visuals.[2] This was matched five years later by ‘Grrr’, Wieden + Kennedy London's work for Honda UK. In 2006 another milestone was set as leoburnett.com won the first digital Black Pencil. Developments in the industry meant that two new categories were added in 2008, broadcast innovations and mobile marketing. That year, Apple Inc. won a Black Pencil for the iMac and the first-generation iPhone.[3]

Design Workshops were relaunched in 2006 and D&AD North, its first regional network, in Manchester the same year. The Student Awards have become an increasingly international event. Entries in 2007 came from colleges in more than 40 countries. Italian design group Fabrica designed The annual outside the UK for the first time in 2007 and the showreel moved online that same year.

50th year and beyond (2012–present)

In 2012, D&AD moved to a location on Hanbury Street.Script error: No such module "Unsubst". It celebrated its 50th anniversary in 2012 by honouring the most successful award-winners in its history with a special edition Taschen D&AD Annual featuring 50 different covers.[4]

In 2017, D&AD moved to a new office and event space on Cheshire Street, London.[5]

In October 2024, D&AD appointed its first US-based President, Kwame Taylor-Hayford.[6]

D&AD Pencil Awards

The following are the D&AD Pencil award levels:[7]

  • D&AD Wood Pencil: For best in advertising and design from the year
  • D&AD Graphite Pencil: Awarded to stand-out work, well executed with an original idea at its core
  • D&AD Yellow Pencil: Awarded only to the most outstanding work that achieves true creative excellence
  • D&AD Black Pencil: For work that is ground-breaking in its field; not always awarded
  • D&AD White Pencil: For exceptional and game-changing projects that have resulted in significant impact

D&AD presidents

Each year the D&AD elects a president from the creative community. They are always D&AD Award winners.

Name[8][9] Category Year
Script error: No such module "Sort". Advertising 1963
Script error: No such module "Sort". Design 1964
Script error: No such module "Sort". Design 1965
Script error: No such module "Sort". Design 1966
Script error: No such module "Sort". Advertising 1967
Script error: No such module "Sort". Advertising 1968
Script error: No such module "Sort". Design 1969
Script error: No such module "Sort". Advertising 1970
Script error: No such module "Sort". Design 1971
Script error: No such module "Sort". Design 1972
Script error: No such module "Sort". Advertising 1973
Script error: No such module "Sort". Advertising 1974
Script error: No such module "Sort". Advertising 1975
Script error: No such module "Sort". Advertising 1976
Script error: No such module "Sort". Advertising 1977
Script error: No such module "Sort". Advertising 1978
Script error: No such module "Sort". Advertising 1979
Script error: No such module "Sort". Advertising 1980
Script error: No such module "Sort". Advertising 1981
Script error: No such module "Sort". Design 1982
Script error: No such module "Sort". Advertising 1983
Script error: No such module "Sort". Design 1984
Script error: No such module "Sort". Design 1985
Script error: No such module "Sort". Design 1986
Script error: No such module "Sort". Advertising 1987
Script error: No such module "Sort". Design 1988
Script error: No such module "Sort". Advertising 1989
Script error: No such module "Sort". Advertising 1990
Script error: No such module "Sort". Design 1991
Script error: No such module "Sort". Advertising 1992
Script error: No such module "Sort". Design 1993
Script error: No such module "Sort". Advertising 1994
Script error: No such module "Sort". Design 1995
Script error: No such module "Sort". Advertising 1996
Script error: No such module "Sort". Advertising 1997
Script error: No such module "Sort". Advertising 1998
Script error: No such module "Sort". Design 1999
Script error: No such module "Sort". Advertising 2000
Script error: No such module "Sort". Design 2001
Script error: No such module "Sort". Advertising 2002
Script error: No such module "Sort". Design 2003
Script error: No such module "Sort". Design 2004
Script error: No such module "Sort". Design 2005
Script error: No such module "Sort". Advertising 2006
Script error: No such module "Sort". Advertising 2007
Script error: No such module "Sort". Design 2008
Script error: No such module "Sort". Design 2009
Script error: No such module "Sort". Advertising 2010
Script error: No such module "Sort". Design 2011
Script error: No such module "Sort". Advertising 2012
Script error: No such module "Sort". Design 2013
Script error: No such module "Sort". Advertising 2014
Script error: No such module "Sort". Advertising 2015
Script error: No such module "Sort". Design 2016
Script error: No such module "Sort". Advertising 2017
Script error: No such module "Sort". Design 2018
Script error: No such module "Sort". Advertising 2019
Script error: No such module "Sort". Design 2020
Rebecca Wright Education 2021
Richard Brim Advertising 2022
Jack Renwick Design 2023
Kwame Taylor-Hayford Design 2024

See also

References

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  9. ↑ Script error: No such module "citation/CS1". Template:ISBN (Taschen GmbH, December 2012)

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Further reading

External links

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