Award-winning desings: Polestar wins Red Dot Brand of the Year title




Red Dot Jury selects best brands and creative works of the year. Only 13 percent of entries receive an award.

Unique design and outstanding creativity – that’s what the brands and works chosen by the jury for the Red Dot Award: Brands & Communication Design 2020 have in common.

@Red Dot Awards

6,992 projects from designers, agencies and companies from 50 countries were entered in this year’s design competition.

The Red Dot Jury assessed all of the entries at the end of June using an online judging process. The experts were particularly impressed by car manufacturer Polestar, which was awarded the highest distinction “Red Dot: Brand of the Year”. The tension in the “Communication Design” section will continue to mount until the end of October, when the winners of the Red Dot: Grand Prix are announced.

This year, all of the entries were evaluated online, in line with the motto “In search of good design and creativity”. The 24 international experts assessed each brand and each piece of work individually and extensively in a professional manner over a period of several days.

“The fact that we received so many high-quality works again this year underscores the relevance of the Red Dot Award for companies, designers and agencies around the world,” said Professor Dr. Peter Zec, founder and CEO of the Red Dot Award.


This year, 854 of the brands and communication works entered won a Red Dot. The jury awarded the Red Dot: Best of the Best for very high design quality to just 55 entries – this corresponds to a mere 0.8 percent of entries.

In the “Brands” section, the experts bestowed the highest distinction “Red Dot: Brand of the Year” on just one entry: Swedish car manufacturer Polestar won over the jury with the design quality of its brand presence. Prof. Michel de Boer, Red Dot juror and Creative Director at De Boer & Wang Studio, explained the experts’ decision as follows: “Introducing a new brand in the already saturated automotive market is no mean feat. Polestar was able to convince us that the brand did not emerge overnight. The brand presence is cool, electrifying and designed with long-lasting style. That’s very fitting for a subsidiary of Volvo as a brand rooted in northern Europe. Polestar is simple yet rich in subtle details. The clear brand message and the purity of the design is what ultimately prompted us as the jury to name it Red Dot: Brand of the Year.”


Results of the Red Dot Award: Brands & Communication Design 2020 competition at a glance:
Entries: 6,992;
Countries taking part: 50;
Red Dot: 854;
Red Dot: Best of the Best: 55;
Red Dot: Brand of the Year: 1;
Red Dot: Grand Prix: 7;
Red Dot: Junior Prize: 1.

Frontrunners in communication design

The frontrunners in the “Communication Design” section will be announced in October: The winners of the Red Dot: Best of the Best are nominated for the top award in communication design, the Red Dot: Grand Prix. This special distinction will go to seven creative works in 2020. The name of the up-and-coming designer to receive the Red Dot: Junior Prize and prize money of 10,000 euros will also be made public at that time. The announcement of the laureate of the sought- after honorary title of Red Dot: Agency of the Year is a very special highlight. Every year, Red Dot recognises an agency that has won it over through above-average design achievements, either as part of the current competition or over several years. It is not possible to apply for this title, thus adding to the excitement surrounding its announcement each year.

All of the award-winning brands and communication works will be presented in the online exhibition on the Red Dot website from October 2020. Alongside curated images, the exhibition will include detailed descriptions of the projects and additional information on the designers, agencies and clients. The accomplishments of the laureates will also be shown in various exhibitions as well as in the International Yearbook Brands & Communication Design 2020/2021, which will be published in November.