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This week, all the talk is about the D&AD Awards, and the winners of this year’s über-prestigous design and advertising contest. Notable this year was how many Black Pencils were awarded in the realm of graphic design, especially when compared to recent years when Graphic Design barely made a blip on the judges table. (in comparison to Advertising, the disparity was made even more apparent.)

But the real Cinderella story of this year’s winners is that of Matthew Dent, a twentysomething designer who snagged a Black Pencil for his re-design of Britain’s coins. The re-design was a submission into a nationwide contest.

Matthew Dent’s coin designs. The shield design is split among the various coins, and can only be seen all are united.

Matt’s coins, while graphically pleasant but certainly not overly elaborate, were so highly awarded because they changed the game. In fact, they changed the game that no one realised needed changing. In fact, most designers scarcely realise coin design is even a viable arena for graphic designers and design thinking in general. But they satisfy the unstated criteria for capturing the D&AD top honour: making us all slap our heads with the sort of “why didn’t I think of that?” jealously. As former D&AD President Simon Waterfall once put it, “[the winners] should make you sick with envy!”, and in this case, I think it’s mission accomplished.

Let me back up for a second and explain to readers who may be unfamiliar with this contest and its award scheme. The D&AD is an incredibly hard-to-win contest because the awards aren’t given out automatically. In most cases, like in the Olympics, for example, there are a set number of awards to be handed down. It’s clear from the start that someone will win gold, silver, and bronze. And in the event of some ties, maybe more than just those three. But in D&AD, there are no set number of anything!

Third place, earning a feature in the D&AD Annual (a big chunky physical book), is called a Nomination. There are no set number of Nominations. Above this is the Silver award, manifested as a Yellow Pencil trophy. In most categories, there are one or two Yellow Pencils, but this is not a guarantee. The peak of honour is the Gold award, and the associated Black Pencil. There are usually 2–3 Black Pencils given out in total. That is, in every category. But this too is not for certain. There are some years where no Blacks are given. Michael Johnson, famed British designer and studio principle, summarises how significant it is for a young designer to win Black so early in his career:

A black pencil is something else. Many designers struggle to win just a single yellow pencil in their lifetime, and there’s no doubt that it’s getting harder and harder every year. So black pencils are, generally, a once in a lifetime event (unless you work for Apple Computers). The Partners only won their first one last year, for goodness sake, after decades in business. Minale Tattersfield have never won one, even at their height. Pentagram haven’t won one for at least 20 years, by our reckoning.

Dent with Black Pencil.

So it’s worth sitting back in your chair over. Need more proof this is a big deal, check out these videos, posted by Ben Terrett of Noisy Decent Graphics, which illustrate how stunned and almost speechless (almost) the winners are. Even with a massive advertising agency-sized ego, you can’t fake this sort of humility.

D&AD Awards 2009 Winners from D&AD on Vimeo.

Creative Review has a more in-depth look at the additional winners, including two Black Pencils for Droga5. A feat in itself, even for a larger more advertising-y firm.

I thoroughly congratulate Matt and the other winners on a job well done. Hopefully one day, I can join you in the winners’ circle.

Of course I still think it would be better, not mention cheaper for the British taxpayer, to adopt an American-style coin system. 1, 5, 10, and 25 pence coins are really all you need. Seriously, we’re still use tuppence? I’m sorry, Britain, but as much as I love you, I never got into your fascination with odd denominations of coin. And worse, you brought Europe into this mess.

And the age-old question regarding D&AD in general: should one award have such ability to launch a career? Is it too much power to be subjected to what is, ultimately, the subjective fancies of the judges?

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