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The Real Time Brand



INEC, Quito


Grey Germany / KW43 Branddesign, Düsseldorf Maruri Grey, Guayaquil

App Development

S. García, Maruri Grey

Art Direction

G. Flores, P. Pérez Cahueñas, Maruri Grey

Associate Creative Direction

P. Pérez Cahueñas, Maruri Grey

Chief Creative Officer

E. Maruri, Maruri Grey

Client Service

S. Crespo, Maruri Grey


P. Pérez Cahueñas, Maruri Grey

Creative Direction

J. Adolph, KW43 Branddesign

Digital Creative

Á. Lechas, Maruri Grey

Executive Creative Direction

P. Morano, C. Cabrera, Maruri Grey

General Management

F. Maruri, Maruri Grey

Graphic Design

G. Flores, P. Pérez Cahueñas, Maruri Grey T. Otto, T. Liedtke, KW43 Branddesign

Managing Director Creation

R. Goetz, KW43 Branddesign


F. Lizarzaburu, Maruri Grey

Project Management

C. Bosshammer, KW43 Branddesign

Web Development

R. Dimate, Maruri Grey

INEC, Ecuador’s official government organisation for statistics, has the mission and the power to not only collect data, but also to distribute the information, making sure the entire country has access to it. The creative idea for the relaunch of its corporate design was to present the data reflecting the wellbeing of the population visually and in real time. A logo composed of five concentric circles was developed to represent the fields of literacy, access to clean drinking water, availability of decent housing, employment and job opportunities, and happiness. Each circle is a variable which is colour-coded in a colour of Ecuador’s flag, according to the state of their evolution. Based on INEC’s data, the logo updates automatically and constantly. Moreover, as variables change, the form of the logo transforms. In order to communicate the idea and to create interest among Ecuadorians, the logo idea was translated into a series of image posters, each representing a year or a month, displaying the data collected in that timeframe.

Statement by the jury

This corporate design relaunch displays a clever and simple idea of using and working with statistics. Not only does the design look strong, delivering a piece of insightful information that changes as the data change, the work also reflects an outstanding use of typography and the other parts of the identity that are consistently thought through from the outset.

Sie wollen Ihre Projekte zum Red Dot Design Award einreichen? Hier geht es zum Anmeldeportal.

Dieses Projekt finden Sie auch im International Yearbook Communication Design 2016/2017.