AMES, a leading U.S. manufacturer of lawn and garden products, received a Bronze Industrial Designers Society of America (IDSA) 2014 International Design Excellence Award (IDEA) in the Design Strategy category for its visual brand language revitalization. The IDEA Awards recognize international design excellence in products, interaction design, service design, strategy, research, concepts and student designs in categories ranging from automobiles and commercial products to medical equipment and home furnishings.
The AMES Companies and Enlisted, a design collective based in Oakland, Calif., collaborated on the AMES brand redesign. Completed in 2013, the redesign was a true ground-up undertaking from graphic design exploration of color, logo and label, to industrial design work identifying materials, ergonomics, and manufacturing innovation. The result of the collaboration was a visual brand language that includes a completely new logo and typeface system, label designs, tool form factors and branded details such as the AMES logo and “Est. 1774” embossed in the steel of every shovel blade and socket. Additionally, the garden tools feature stamped patterns, honey color stained wood handle finishes, and a new color palette. All new labeling reflects the visual brand language and is designed to improve the shopping experience.
“We are honored to receive this prestigious design award alongside an impressive lineup of innovative brands,” said Eric Bernstein, Vice President, Marketing and Product Development. “Through this revitalization, we challenged our team to identify the DNA that defines the AMES brand and turn it into a visual language that is both powerful and unifying for our customers.”
Founded in 1774, the AMES brand is the third oldest in the country, and its tools literally helped build America, playing a prominent role in shaping the infrastructure and foundation of the country for more than 200 years.
A panel of 24 international design experts from design consultancies, corporations and universities judged nearly 2,000 entries this year, ultimately naming 27 Gold, 58 Silver, and 91 Bronze IDEA winners. The jury evaluated entries on aspects of industrial design excellence including: innovation, benefits to the user and client and sustainability, as well as the design’s visual appeal.