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.