Idea: originality and creativityThe jury assesses the extent to which the submitted work is convincing through innovative ideas and a creative approach. A strong, original vision and the clear communication of brand values play a decisive role here.

Form: design quality and innovationThe visual expression and quality of the design are of central importance. The jury assesses the balance between aesthetic design and functional implementation, as well as the innovative strength of the design.

Impact: comprehensibility and emotionalityThe impact of the design on the target audience is assessed in terms of comprehensibility and emotional appeal. The extent to which the design helps differentiate the brand in the marketplace and strengthens the brand identity is also considered.