Williams Murray Hamm (WMH) has created a new identity for the international FAB Awards program, which recognizes the best in creative work for food, beverage and restaurant brands in over 60 countries.
FAB awarded WMH the brief without a pitch and asked the agency to create a new identity that would reflect the unique status of the awards and make it feel fresh having had the same look since the 1990s. The identity needed to work across other FAB properties, including FAB News, which is being supported with a Google partnership and the FAB Forum.
WMH hit upon FAB's zest for what it does, always delivered in its simple, unpretentious way. The new look captures the creative and joyous world of food and beverage. The logo uses a bold sans serif brand name with a bite mark out of the A and a straw in the B. WMH decided to keep the red and white palette but adjusted it to a new, deeper red.
FAB unveiled the initial part of new branding with the first call for entries for the 22nd annual awards in 2020. The complete brand identity will be presented over the coming months, including an entirely redesigned awards trophy to be unveiled at the ceremony in May next year.
"The old logo served FAB well, but after 20-plus years it was definitely time for a new look," commented Garrick Hamm, creative director at WHM. "Working with FAB we quickly saw that they needed an identity with a bold personality that was... just as fab as they are."