New Work: D&AD Annual

Pentagram’s Harry Pearce was asked by Sanky from AllofUs, last year’s D&AD President, to design the 2011 D&AD Annual.

The heart of Pearce’s idea for the Annual stems from wanting to celebrate the wonderful graphic illusion and quality of the original D&AD mark, which was designed in 1962 by Fletcher Forbes Gill, the studio that later became Pentagram.

The D&AD mark is shown at scale on the Annual’s cover to allow, through a brilliantly intriguing photograph by Richard Foster, an exploration of the unreality of the planes, the spaces and perspectives that lie within the mark’s form. For protection during shipping, the book is encased in an outer carton that also features the mark.

The cover image was created by photographing a sculpture of the logo. With Richard Foster the team built a little white model of the logotype. Laying this on a matching white background, they then raised the letterform edges allowing only the shadows to be expressed.

By swinging around a single light source, which was filmed, the team were able to see the negative space come to life. They then choose the perfect moment to shoot. Pearce has spent close to 28 years working with Richard Foster and chose him for this task as he feels that his sense of light is second to none.

On the reverse of the annual cover Pearce chose three frames from the film, capturing the moment the forms appear out of the background.

The simplicity of the idea is also reflective of the desire to keep all the elements to a minimum, but of a quality too. This D&AD Annual is not only the lightest in terms of weight but also in terms of its environmental impact. Working with Nat Hunter from Airside the team researched materials and processes to ensure that this book is the most sustainably produced D&AD Annual ever. Pearce says; “The project is a testament to a true and elevating collaboration between Sanky, Nat and me, and I am very grateful to them both.”

For the limited edition version of the book that is only available to D&AD Members, rather than creating an extra sleeve or wrap, Pearce decided that the most individual and material-savvy method to mark them out was to sign them. Hence he made the trip to a warehouse in Thurrock to sign nearly 2,000 copies.

The Annual will be launched tonight at D&AD’s new office in Shoreditch, London.