Hungarian Design Award winner: brand image of the FIE 2019 WORLD FENCING CHAMPIONSHIPS

Created by: Explicit Design Studio — Hunor Kátay, Sebestyén Németh, Szilárd Kovács, customer: Hungarian Fencing Federation

10.1. Hungarian Design Award, Article, Opening event

Hungarian Design Awards were conferred on 1 October. From the awardees in the category of Visual Communication, we are now presenting the brand identity of 2019 World Fencing Championships.

The logo system designed for the international sports event had to meet complex requirements: in addition to easy identification, it had to use cultural codes that are globally understood, but also be equally strong and recognisable in different sizes - from just a few centimetres to several metres - as well as on different surfaces and materials, all while maintaining a consistent look. A well thought-out and carefully constructed identity that meets all criteria and can be easily adapted to meet any emerging needs. The circle motif as a basic shape is a simple and effective choice, as it can be easily developed into a complex system by arranging and spatialising it, while the circle itself carries a number of references that can be well adapted to the event. The identity can be printed on a variety of surfaces, but it should also offer the same visual intensity to visitors on a variety of digital devices - phones, laptops, televisions, projectors. To achieve this, the designers have developed a responsive system where the logo can be flexibly adapted to the size and resolution of the desired interface to provide the most complete user experience.

Arguments of the assessment board

The complexity of the entry and its carefully constructed and elaborate details convinced the jury almost immediately: by maintaining the formal values of the responsive emblem system, it is very usable in different sizes and on different surfaces, and is easy to interpret and identify. The emblem is a beautifully simplified and fresh approach to stylising the fencing mask, while also referencing the structure of the World Championship. The variety of different ellipses in the emblem and the circle in the middle visually refer to the process of becoming a champion.

The design and the additional animations reflect the formal elements of the logo in an elegant yet playful way. The scoreboard animations are structured in a very logical and easy-to-understand way, helping to keep track of matches and results. All in all, it is a work featuring very fresh visual presentation and innovative, attention-grabbing animations worthy of the ideals of a world competition.

Photo: MTI

The online exhibition showcasing this year’s recipients of the Hungarian Design Award and the Design Management award is available for viewing here.