PepsiCo Foundation سیستم هویت بصری by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 جایزه نقره‌ای A' Design Award in طراحی گرافیک، تصویرسازی و ارتباطات بصری Competition Category.
نقرهگرافیک· 2021
PepsiCo Foundation سیستم هویت بصری
Client: PepsiCo International Mexico
جایزه نقره‌ای A' Design Award Winner in گرافیک Category
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The Design
About PepsiCo Foundation سیستم هویت بصری
بنیاد پپسی‌کو یک سیستم هویت بصری است که برای یک سازمان غیرانتفاعی طراحی شده که از جوامع در مکزیک و آمریکای لاتین حمایت می‌کند. این طراحی، زبان بصری شرکتی را با زبانی انسانی‌تر جایگزین می‌کند. اشکال کهن‌الگویی، سه ستون اصلی این بنیاد را بازنمایی می‌کنند. در یک سیستم ماژولار، این اشکال با هم ترکیب و تکثیر می‌شوند تا الگوها و بافت‌ها را شکل دهند. یک حروف‌نگاری هندسی، یک پالت رنگی پرجنب‌وجوش، یک سبک عکاسی و یک سبک تصویرسازی، این هویت را تکمیل می‌کنند. این سیستم بر روی یک کتاب برند دیجیتال و مواد رویدادی مانند پیراهن‌ها، کیف‌ها و کلاه‌ها اعمال می‌شود.
The Recognition
About the جایزه نقره‌ای A' Design Award
PepsiCo Foundation سیستم هویت بصری برنده جایزه نقره‌ای A' Design Award است، شناختی فوق‌العاده معتبر که به طراحی‌های سطح بالای زیبا، والا و تأثیرگذار اعطا می‌شود. برندگان نقره آثاری بسیار درخشان و فوق‌العاده خلاق‌اند که تخصص، استعداد و تیزبینی برجسته طراحان خود را نشان می‌دهند. از PepsiCo Foundation سیستم هویت بصری انتظار می‌رود اثری شگفت‌انگیز و نمونه باشد که به‌طور چشمگیری حرفه‌ای و عمیقاً نوآورانه است. این طراحی برنده جایزه نقره‌ای A' Design Award اختراعی بسیار قابل‌توجه و ستوده است که سود می‌رساند و مرزهای هنر، علم، طراحی و فناوری را پیش می‌برد. PepsiCo Foundation سیستم هویت بصری آفرینشی است که به آن بسیار رشک برده می‌شود، خواسته‌ها را بیدار می‌کند، احساسات مثبت می‌آورد و حیرت و شگفتی برمی‌انگیزد.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- In Latin America, the PepsiCo Foundation is a nonprofit focused on investing in communities to help them thrive. This is a mission of empathy and equity. However, the foundation had an identity that was strongly influenced by a corporate visual language. Our mission is to support their mission by developing a more human identity for the PepsiCo Foundation.
- Dimensions & Packaging
- There are not packaging deliveries
- Tags
- PepsiCo, Foundation, identity, system, strong, consistency
- Production Technology
- For this Identity System, the final delivery will be a digital brandbook and some merch materials for each event such as tshits, bags, hats, etc.
- Design Challenge
- A new colorful, dynamic and appealing system sprouted from all the different interactions creating attractive pattern and textural expressions rooted in a mission driven symbology. We developed a clear geometric typeface and a vibrant color palette. We chose a photography style that highlights both the power of individuals and communities. Inspired by the magnificent, empowered portraits from the muralist Diego Rivera, an illustration style was generated.
- Research
- Our solution was simple. It is all about action. Putting things into motion. Think of it in an elemental way. When simple things come together and activate they are the building blocks of bigger, more powerful movements. Our concept was anchored in the idea of Simple Great Help. Then came the visual translation. Archetypal shapes were chosen to identify the three main pillars of the foundation. In this modular system these building blocks multiply and interact to form the greater whole. As levels of complexity expand the possible interaction of the shapes mix and match to create brand expressions as the communication need arises.
- Inspiration
- After a bit of research, we identified a greater opportunity. Like many nonprofits that put most of their resources into program work, design tends to be done on a project by project basis. The organization didnt have a strong or consistent visual language that could identify volunteers. We felt there was a need for empathy. To touch people emotionally. To powerfully communicate the issues PepsiCo Foundation tackles. To get people involved in the difficult work of helping others.
- Project Duration
- Launch Date: DEC 2020 Mexico City with possibilities to be expand to LATAM and Global
- Operation Flow
- Internally, the new identity was so well received that its scope of implementation increased dramatically. This started out as a regional identity for Mexico. Then it expanded to LatAm. Not there is conversations happening about making it the global identity too. They saw an increase in volunteer donations which translated into programs that had a positive impact for half a million people. And that is just since the new identity launched in 2020. 14 Million food portions were distributed all over Mexico. Employee contribution was multiplied by 14 for water and food security to different communities.
- Patents
- Copyrights: PepsiCo International Mexico
- Team Members
- Innovation Design Center LATAM
- Image Credits
- All Images: Design Innovation Center LATAM
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