Radical Innovation is an annual design and product competition created by The Hardy Group. The awards encourage design visionaries to make their mark on the future on the hospitality industry through radical creative thinking and innovative design skills. Crown Creative’s brand identity refresh and website build is rooted in the expression of ideation and inspiration as the beginning of innovation.

The logotype uses ‘Neue Machina’ – a typeface inspired by the mechanisms of robots and machinery, boasting geometric features with a hint of futurism. This typeface aligns with Radical Innovation’s ethos of envisioning the potential of technology and the inventive solutions for the future of hospitality.

Each brand element in this identity focuses on inspiration – the origin of ideas and innovations. The logo’s half star is a conceptual emphasis on the character of ideas and the spirit of innovation – displaying that ideas can be constructed and deconstructed to create new things.

Star icons throughout the brand represent the spark of ideas in the process of creativity. Each mark is unique but, together, become a collection. Each star symbolises the diverse range of ideas brought forth by the competition participants and are used as devices throughout the brand as image frames and as icons to create a visual narrative to indicate award categories.

The carefully curated colour palette, featuring high-contrast black and neutral tones complemented by a splash of vibrant orange, serves as a visual metaphor for the dynamism and creativity inherent in Radical Innovation. The deliberate juxtaposition of these colours not only conveys a sense of sophistication but also reflects the organisation’s commitment to pushing boundaries and embracing bold ideas.

In conclusion, Radical Innovation’s brand identity goes beyond visual aesthetics; it serves as a strategic tool to communicate the organisation’s values, inspire creative thinking, and set the stage for revolutionary contributions to the future of hospitality.