ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2023 ADC Awards - Typography

RISD Serif and RISD Sans

Agency Ryan + A.A. + Gretel / Brooklyn

Client RISD



Annual ID


About the Work

An art and design education is never complete. Designers, artists, and scholars make the invisible visible through a constant iterative dialogue with their peers and with culture at large. A dynamic, constantly evolving process of learning, interrogating, making, critiquing, and starting again. In developing a new identity system for RISD, Gretel anchored the work to this core visual concept of ‘Complete / Incomplete’ which inspired and informed the design of the custom typography. After an extensive formal exploration that yielded over 105 font prototypes, a custom superfamily of typefaces was drawn by a RISD alum, Ryan Bugden (GD 14), who worked closely with the RISD and Gretel teams throughout its development. RISD’s new type family consists of RISD Serif and RISD Sans. Serif ranges from Complete to Incomplete and harmonizes with the rich history of the school, the architecture of Providence, and the updated RISD seal. Throughout the range from Complete to Incomplete, sturdy serifs become graphic shapes and thin strokes become negative spaces with implied connections. Each distinct level of completion functions comfortably at headline sizes and features a full range of weights and corresponding italics. This portion of the family is contrasted by the utilitarian RISD Sans, which serves as the typographic palette’s straightforward, neutral undertone. RISD’s custom typefaces contain the tensions that define the school: expression and utility, past and future, complete and incomplete.

2023 Awards

Total Points: 9


Design Firm

Gretel / Brooklyn

Creative Director

A.a. Trabucco-Campos

Executive Creative Director

Ryan Moore

Type Designer

Ryan Bugden

Associate Creative Director

Lea Loo

Design Director

Dylan Mulvaney

Director of Operations

Kerry Griner

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