We are thrilled to
unveil our 2020 identity, designed by Impact BBDO and BBDO Pakistan.
Ahmed Mustafa, Associate Creative Director at BBDO Pakistan, and Ali
Rez, Regional Executive Creative Director for Impact BBDO Middle East and
Pakistan, worked together to lead the design process.
“Designing a theme
identity for an award show is always an opportunity to have a lot of fun. And
that’s how we approached this project: it was a dream brief,” explains Mustafa.
As Jury President of
Design Lotus and Print Craft Lotus at ADFEST 2019, Rez and his team at BBDO
were invited to design the identity for ADFEST 2020, inspired by the theme
‘Fired Up!’
“We define ‘Fired Up’ as a momentous
occasion which fuels inspiration and motivation. It can be at the moment of
receiving a really good brief, or when you’re stuck on a concept for a while
but suddenly see the light flash in your head, or when the client says it’s all
approved and you can’t wait to make it happen. All of this to a creative means
they can set everything on fire – in a brilliant way, of course,” he says.
The designers played around with a number
of different concepts, and narrowed these down to three. Their concepts ranged
from metaphoric treatments around human emotions to the very literal depictions
of being fired up – but in the end it was the pencil matchstick icon that won
the day. This icon is instantly
recognizable, combing two elements to form one powerful unit.
“The icon symbolizes
the spark of “Eureka!” and the moment you find your drive and can’t stop
writing or drawing or producing great work,” adds Mustafa.
* Don’t miss our interview with Ali Rez and Ahmed
Mustafa in the next issue of ADFESTbuzz.
