Logos have always communicated ideas. Their economy of design challenges designers to say more with less, to convey meaning, emotion and identify brands—in an instant. And the stakes are high. Ubiquitous throughout society, logos have become one of advertising’s key ingredients for identifying products and services.
While most design competitions relegate logos to a single category of the entire design spectrum, the European Union Logo Design Annual, better known as Eulda, has concentrated on the logo itself. In its relatively short life span, Eulda has garnered worldwide attention—more success than its founders ever imagined—and planted the seeds for a new beginning: the 2008 launch of Wolda, the Worldwide Logo Design Annual.
The brainchild of Mauro Pastore, Masa Magnoni and Alessandro Floridia, founders and design directors of Cacao Design in Milan, Italy, “Eulda’s goal was to create a high-quality archive of the trends and evolution of logo design, showcasing and celebrating creative excellence year after year,” said Areti Maniati, project director, communications of Eulda Books.
Indeed, for the past two years Eulda has been a spectator sport for the world’s design community; European designers compete for the “Best of” each participating country, twenty-eight in all, and the highest honor—Best of Europe. Eulda’s visibility is due in part to the endorsement by Icograda, and 65 other design associations and schools, sponsors Sappi and Fontegrafica and numerous media partners. With this invaluable cheering section, it’s no wonder the competition is going global.
“The expansion from European to global in 2008 with Wolda was a natural evolution, made possible by its success as well as a response to the many requests from non-European designers who wanted to participate,” explained Maniati.
Another part of Eulda’s appeal is the innovative judging process. According to Maniati, “[It] reflects the actual process that turns any idea into a successful logo: Designers decide what to present to clients, clients decide what to present to the public, but in the end it is always the public that decides if a brand is successful.” Eulda winners were chosen by a three-tier international jury consisting of ten design professionals selected by Icograda; ten corporate clients selected by Aquent; and ten members of the public selected by Consumers International.
Wolda will employ the same process, with regard to its jury selection and the judging itself. Of course, opening the competition to the world means more opportunities: Best of World, Best of Continent and Best of Nation. Other changes include Wolda Talent, a category open to design students; the ability to submit entire logo systems; and the online Winners Showcase will feature the winners, as well as the entire collection of published logos.
The Eulda chapter comes to a close with the logos on the following pages. Wolda 2008 winners will be revealed in September. ca