Hato unveils mega-fun identity for D&AD festival, created with a rather exciting co-design tool

London-based studio Hato has elected to involve the public in creating the "collaborative visual identity" for this year’s D&AD Festival, using the 'Start with a Mark' campaign to invite people to "submit their mark".

According to D&AD, "the campaign references the belief that every whether it’s a quick sketch, a quote or mid-thought doodle, plotting something on paper is the bridge to make your ideas a reality; every Pencil-winning campaign started with a mark."

Hato created a digital drawing tool, which you can try out here which allows users to experiment in three dimensions to create an animation that will be shared on a collaborative gallery, which already includes contributions from D&AD President Steve Vranakis, Carly Ayres and Pio Abad. Selected artworks will be used to develop D&AD’s 2018 Festival and New Blood Awards creative, including 3D animations, as well as print, online and environmental graphics.

"D&AD’s brief was to celebrate its mission to 'stimulate, not congratulate'," says Hato creative director Ken Kirton. "We wanted to highlight the collaborative process and the great results that it leads to. The 3D drawing tool we developed translates the trend for 3D and spatial drawing to a web-based platform. This will allow us to take the 3D sketches into augmented reality, giving users the opportunity to project their work into their environment, and to share it in a variety of ways."

Among the speakers already announced for this year's D&AD Festival, which takes place at The Old Truman Brewery from 24 - 26 April 2018, are Debbie Millman, Jeff Goodby, Kyoko Yonezawa, Lernert & Sander and Joy Howard, with more speakers, partners, and fringe events to be announced soon.


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