“Iconicity is key,” says D&AD Awards Director Donal Keenan. “Some projects weren’t noticed because the message wasn’t clear to judges. The learning was to maintain the main intention of the project. There is a sense that we’re still existing in a state of general chaos. The antidote to this chaos from a brand purpose is iconicity — where form and meaning exists in a structured way.”
This is an exclusive excerpt from Keenan’s talk at D&AD HQ in London, where he explains the key trends from our 2023 trend report, created with Thought Partnership, delving into nascent trends that dominated the D&AD Pencil winners in this year’s awards.