"The challenge was to create awards that recognise the In Book and Nomination achievements, that have stature, relate to D&AD but are not another Pencil, which could dilute the importance of such an iconic award." said Bruce Duckworth, creative director at Turner Duckworth.
He went on to say "Of course, they also need to inspire an "I want one of those" response when seen by others and be objects truly worthy of being displayed."
Speaking of the designs, Duckworth said, "The slices of pencil are relative in relation to the size and material of the Yellow Pencil award. They are also exactly the same shape and proportion of the D&AD hexagonal logo. Of course they are made of wood, to be quirky like the Pencil itself."
Simon Sankarayya, D&AD president said "it's an honour to have these new physical representations of two incredibly hard-won, uniquely D&AD, prize levels being launched during my year as President. For many years we have endeavoured to communicate more effectively the value of winning at any level in the D&AD Awards and the slices will undoubtably help to build awareness of the great level of creativity that it takes to be recognised by our juries".
