The Design Museum in London has revealed a new visual identity for the tenth anniversary of its awards programme Beazley Designs of the Year, created by advertising agency Leo Burnett.

The annual competition and exhibition, on display at the Design Museum between 12 September and 6 January, aims to showcase the best of design across six categories: architecture, digital, fashion, graphics, product and transport.
London-based agency Leo Burnett replaced the awards programme's previous identity ? which featured the words Beazley Designs of the Year in a pink, sans-serif font ? with the acronym "DOTY".

"We wanted to create something that people will know. DOTY, The DOTY Awards or the DOTYs is a cuter way of talking about it and is a bit more social," Will Rees, a senior designer at Leo Burnett, told Design Week. As well as the introduction of a more streamlined title, the rebrand sees the agency create a series of six brightly-coloured posters for each of the categories, by filling the outlines of the letters with photographic imagery related to the six fields.

For example, the repeated imagery of red headphones on a blue background represents the product design category, while there is folded denim clothing for fashion and monochrome images of a reflective building for architecture.

"The new identity shows how design is so much more than the aesthetic but inherent in everyday life, and that the Beazley Designs of the Year exhibition offers acc...