Want to know what it takes to get the coveted best-in-show prize in our annual competition? Last year, Pentagram’s Michael Bierut and Jonny Sikov took home this single coveted prize in their leadership on the International Center for Photography. Want to know what went into the project? Why the judges loved it as much as they did? What it takes to create, and submit, such stellar winning work? Have questions as you prepare your TDC69 entries? This is the place to ask— 


Here’s what they had to say about the project: The new logo is a revival of the geometric monogram originally created by modernist design pioneer Arnold Saks for the announcement of ICP’s opening in 1974. No longer just a square, the updated mark can now be reframed into any aspect ratio and the three letters can appear in an infinite number of forms, reflecting the vastness of today’s image culture and the many ways that photographers frame our view of the world. The bold mark is set off by primary typography set in Publico, a serif typeface originally designed for newspapers and magazines, a nod to the relationship of photography and journalism. The identity framework has been extended to publications and promotional materials, the digital design of the website, and a system of signage and environmental graphics for the new location with custom icons built on the geometric shapes of the logo.

Moderated by TDC Managing Director Ksenya Samarskaya.