Winner of our Redesign Challenge, Sham Bakrania's lightbulb of innovation.
Design to the Rescue!
We asked and you delivered! Earlier this summer we asked you to help us redesign the Designed in USA brand certification logomark. Our jury panel of Lance Hussey, Principal at RKS, and LinYee Yuan, editor at Core77, evaluated a strong pool of submissions encompassing a wide range of design perspectives. In the end, we evaluated the submission using a guiding criteria for review: 1) Flexibility of logomark across materials, color, packaging and products 2) Legibility at differing scales 3) Clarity of Intent 4) Iconic Potential.
After much deliberation, we are pleased to announce the winning designs, runner-up and notables:
WINNER - Sham Bakrania
A testament to our global pursuit of design excellence, the winning entry is simple, recognizable and iconic. A floating star, "represents the United States and the American way of innovation," reflects Lance Hussey, Principal at RKS.
Since the birth of the nation, the only thing that propelled the country to grow were those who were brave enough to see things in a new way. The light bulb (symbol for an idea) combines with the star to represents the "Yankee ingenuity" that made America what it is. Beyond that, a more specific meaning that the logo might relate back to is the ultimate American inventor/designer, Thomas Edison, creator of the light bulb. Design has to do with creativity, ingenuity, innovation, and hard work. Edison's quote "Genius is 99% perspiration, 1% inspiration" represents the ideals of a true designer. Design includes the hard work of research and hours of molding physical models and trials before the desired product/experience.
Overall, the logo uses a simple icon that represents many ideals of design to embody what true design is all about. Over the next few weeks, Sham will work with Lance and his team at RKS to refine his design before releasing the final version, available for download and usage at DesignedInUSA.com.
RUNNER-UP - Justin Desilva
Our runner-up was the design by RISD alum, Justin Desilva. This logo was subtle and simple and made a statement with 6 bold lines. A flexible communication system, Desilva's design can be expanded to highlight different methods of production with unique adaptations to represent each function (Designed in USA, Assembled in USA, Made is USA).
For the logo, I was thinking of a simple, cohesive and typographical approach. I used the letter U, as one element representative of United States, and I repeat the letter to form the logo which is boldly read USA. I used the rest of the required information as a tag for the logo. The idea behind the star-shaped logo was more of a brand design, where this can even be animated, beginning from the composition on the left (where you can make the letters USA) and ending up with the circular shape.
For my "Designed in USA" logos, I wanted to showcase traditional drafting tools with iconic symbols of the United States of America. I created a star out of a compass, a ruler, a pen and a pencil. This is an homage to a the roots of design and engineering.
This design is inspired by the American people and their bold but expressive yearning of individuality. I took into account the previous logo, but felt that it didn't communicate the bold American spirit well enough. I chose the typeface Franklin Gothic, which in the 19 hundreds became very popular in US newspapers to advertisements because it had the boldness that I was looking for in order to make a strong statement. I added in extra details stars, stripes & etc. To give more character/freedom to the letters. Overall I think this design is simple, bold and American.
The Designed in the USA mark fosters recognition and pride in the diversity, ingenuity, and spirit of American designed products. The logo is recognizable, scalable (without gradient or color), and minimal for use on any product. "USA" can be used without explanation and the full text can be used for marketing or packaging. This proposal tweaks the "Designed in USA" brand to use proper grammar by either simplifying to "USA Designed" or extending to "Designed in the USA". The use of a modern American designed typeface, Gotham, further embodies the brand's spirit and lends a credible voice to the logo.
Thanks to all the designers who participated in the redesign challenge! We look forward to seeing the final logomarks!