The results are in, and the final decision has been made – Yale has been awarded the prestigious Red Dot Award: Brand & Communication Design 2021.
The Brand & Communication Design Award is focused on excellent quality of design and creativity. Judged and assessed by 24 international judges, entries to the award are comprehensively evaluated, looking at the creative idea, the form, and the communicative effect of every entry.
Yale’s detailed entry impressed the judges with its creative and innovative transformation of the Yale brand. Key to the development of the brand identity, the iconic brand with over 180 years heritage in mechanical engineering was transformed, moving it into a digital era.
With the smart industry rapidly transforming and evolving, it was important for Yale to create a coherent future-focused brand message, which could be used across the 125 countries the Yale brand is present in. The brand’s development project reflected the change in the Yale values and positioning, and this was also portrayed in the modern and sleek new product designs and matching the modern bespoke typeface.
ASSA ABLOY Opening Solutions National Marketing Manager, Mercedes Maniati commented, “We are delighted to receive this exceptional award. We’re extremely pleased our refreshed brand identity, along with the development of our global integration and communication, has been recognised at the awards.
The new brand identity of Yale expresses how we hope to move forward in this digital era, continuing to position Yale as a trusted brand who innovate thoughtfully.
With over 180 years of heritage and experience, we’re excited to see how it develops further in the future!”
This rebrand from Yale came at a time when more people became digitally focused, and the home security space was moving forward with combining mechanical products with smart solutions.
The new brand identity focused on warmth and trust, sharing the positive emotions homeowners feel towards Yale. Designed to reflect the sun – not only does the logo shine bright, but Yale is always there when needed, supporting homeowners, and providing safety and security any time of the day.
Red Dot Founder and CEO Professor Dr. Peter Zec comments:
“The events of last year truly underscored the importance of communication and the way it is designed.
“Our jury was amazed by the quality of the submissions to the Red Dot Award: Brands & Communication Design 2021. The fact that you managed to stand out in such a strong and international field of competitors and impress the experts is proof of your design skill. Your award-winning project is outstanding.”
To find out more about the range of security products from Yale, please visit yalehome.com.au.