The International Award Association (IAA) - corporate identity for IAA commissioned by Claire Dakin; create designs meeeting message-centred requirements.

The corporate identity for the International Award Association (IAA) was commissioned in 2001 by Claire Dakin, Head of Communications within the organisation. It was implemented incrementally across a range of print and web based matter over the following two years.IAA began in 1988 and now acts as a forae for exchange between different member countries with regard to programmes that foreground ‘skill, service, physical recreation, adventure journeys/expeditions similar to and including the Duke of Edinburgh’s Award. Programme which is run in almost 100 countries. The initial undertaking was to expedite a rationalised range of template material for dissemination to affiliated member countries. The importance of avoiding a specifically ‘youth’ oriented graphic identity was clear, as the material was to reach a very wide target audience in different countries ranging from field workers to corporate sponsors. A further undertaking was the design of all material issued from the IAA executive office in London and this needed to be of a piece with the template material. The largest aspect of the research was to identify precisely how the organisation worked and the various lines and obligations of communication and to create designs that met all of the message-centred requirements.Use of logos, typographic hierarchies, grids, formats and colour palettes have been carefully managed for maximum effectiveness particularly with regard to clarity and consistency. One of the challenges encountered was the need to use relatively low quality images as supplied ‘from the field’ by Award operators and candidates. However these have been used to optimum effect by means of judicious cropping and layout throughout. The design logo and templates are still in use today.