The door hardware brand Yale has been awarded the Red Dot Award for brand and communication design. The award focuses on excellent quality of design and creativity. Judged and assessed by 24 international judges, entries to the award are comprehensively evaluated for their creative idea, form and communicative effect.
Paul Atkinson, Yale’s managing director, said: “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!”
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 a change in values and positioning, portrayed in the modern, sleek new product designs and the matching bespoke typeface.
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 that homeowners feel towards Yale, the business argued. Designed to reflect the sun, the logo shines bright, aiming to imply that Yale is always there when needed, supporting homeowners and providing safety and security, any time of the day.
Professor Dr Peter Zec, founder and CEO of Red Dot, said: “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 and 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.”
