The D&AD Pencil is one of the few symbols that has the same impact on the creative world as other icons. The D&AD Pencil is sharp, distinctive, easily recognisable and has been an icon of creativity since 1962.
Jones Knowles Ritchie, a global agency for brand marketing and design, has reframed this legacy in the present with a campaign.
The new D&AD identity, under the slogan ‘Drawn To Create,’ positions D&AD as more than just a judge for the best in the creative industry. It is a force of attraction that draws people to the art, community and creativity. This campaign is part a larger push to unify D&AD’s brand ecosystem, and future proof its presence on digital and physical touchpoints.
“This isn’t just about the award any more. It’s about the joy of creating and sharing,” Lisa Smith is the global creative executive director of JKR. “D&AD has always celebrated the best in creativity, but now more than ever, it’s a place where people come together to connect, exchange ideas, and celebrate the creative journey as a community.”
The campaign’s core message is a simple, but powerful phrase: “Drawn to”. The campaign speaks of the magnetism that draws creative minds not only to a specific goal, but also towards a particular process, person, or purpose. This is a space that allows for both diverse expressions and stories to be heard under one unified message.
JKR partnered up with Studio DRAMA and developed a typeface called Pencil Gothic to give the brand a visual identity. The font is based on the D&AD Pencil’s shape language, with its hexagonal shapes, 30 degree terminals and chiseled details. But, aside from the form, the typeface was also built to be highly functional and flexible for digital use.
“We wanted a typeface that felt like it had always belonged to the brand,” Chris Nott is the creative director of Studio DRAMA. “Pencil Gothic gives the Pencil its voice.”
The voice is consistent across all touchpoints, including broadcast graphics, backdrops and social media content. The titles animate precisely into position, while the messaging is a delicate balance of boldness and accessibility. Overall, the feel of the site is positive and confident but never closed-off. It invites participation.
The D&AD Festival, which took place in London this year, was held at the Southbank Centre. Immersive graphics, interactive installations, and spatial design brought life to the festival’s new identity. The goal from the beginning was to create a space that would not only display work, but invite people to participate in the creative process.
“We wanted to quite literally draw people into the event,” Margarita Ianev is the director of form and space at JKR. “Design played a huge role, of course – but more than that, it was about building experiences that helped people connect with D&AD in a meaningful way and leave feeling inspired to be part of that community.”
The two-day event featured an exhibition of the best entries, interactive embroidery stations, robotic posters, and a chance to personalise your own clothing. The large 3D Pencil artwork became alive as performers and guests added to it.
The space was enhanced by tactile signage and limited-edition merchandise. The campaign was designed to not only celebrate but also embody creativity.
Launched in April, the campaign aimed to create anticipation and promote global participation. It had the intended effect. The awards this year saw the largest number of submissions and most diverse geographical pool ever.
“We were delighted to work with JKR on the creative campaign and event branding,” Donal Keenan is the awards and festival director for D&AD. As a multi-award winning agency, the team not only provided creative ideas but also expertise in campaign design.
“We love the creative. It was engaging and uplifting throughout, bringing a sense of warmth and creative flair to the judging, festival, and ceremony events – all while perfectly complementing the D&AD brand.”
It’s important to note that the new brand identity won’t be a one-off. The new identity was designed to be long-lasting, including digital platforms, content from speakers, rankings and the annual publication. This year-round approach allows D&AD’s momentum to continue, to evolve and to draw in the creative industries.
JKR clearly wanted to do more than deliver a simple design update. D&AD can express more than just its brand values.
This approach is especially pertinent today, as the creative community seeks spaces which are inclusive and aspirational. The Pencil is a symbol of success, but the real magic lies in the journey.