Accepting a minimum of three applications with no maximum limit, this category was both the most entertaining, for the sheer exuberance of the scope of each project, and the most taxing, for the extent of attention each project demanded. Without a doubt this is the flagship category of the Brand New Awards, exhibiting the capacity of designers and clients to develop and implement smart, complex, and good-looking identity programs around the world. Found between a program for a South American country and one for a small hot dog restaurant in the middle of Texas, the identity for Mathaf: Arab Museum of Modern Art, in all of its stark and playful detail, took not just the best nod in this category but the Best of Show.

Mathaf by Wolff Olins
Brooklyn Fare by Mucca Design
PromPerú by FutureBrand Argentina
Frank: Purveyors of Artisan Sausage by Helms Workshop
Comedy Central by thelab
Pew Center for Arts & Heritage by johnson banks
SHRINE by Triboro
Museo de Arte de Lima by Studioa
PwC by Wolff Olins
wanderlust hotel by Foreign Policy Design Group
science museum by johnson banks
Ravensbourne by johnson banks
Prism Awards by SPIE
Honor by RoAndCo Studio
Alsea by MBLM

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