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Paint manufacturer’s global automotive trend book “Under the Radar” wins in the communication design discipline.
The trend book is published exclusively for automotive manufacturer designers and encompasses global and regional color trends based on observations of social styles and developments. It serves as a presentation tool and a source of inspiration. Color samples coated with original paint reflect the trends, which are communicated through meaningful imagery appearing throughout the entire book as a common theme.
“Predicting trends and making colors visible is a huge challenge,” said Astrid Van der Auwera, Global Design manager at BASF Coatings. “For this reason, the global trend book’s visual and haptic quality is very important to us. It is at the heart of our customer communications. We feel that this distinction by the iF’s international jury of experts has confirmed our design and color competence.”
Added Paul Czornij, coatings designer for BASF in North America, “It’s always wonderful to be singled out for achieving such a distinguished award. Not only is the iF award globally positioned to recognize excellence in design, but it continues to reinforce the image that BASF provides something special to our automotive customers with color design. The BASF team is able to draw out color trends from a variety of obvious and not-so-obvious sources and present them in a package that is stimulating, creative and fun.”
Last October, the trend book also received the Red Dot Award: Communication Design. With the iF Design Award, BASF is once again represented among the two most prestigious international design competitions. Nearly 5,000 submissions from 53 countries were registered for this year’s iF Design Award. A jury of experts presented the award to BASF and the agency Raum Mannheim for “Under the Radar” in the communication design discipline.