Society Awards Unveils a New Brand Identity for the Luxury Awards Category It Created

Approaching its 20th anniversary, Society Awards turns to Pentagram partner Paula Scher and reunites with luxury digital architect Ming Lam and to define the next era of the world's only luxury awards brand.

CHARLOTTE, N.C., Oct. 29, 2026 /PRNewswire/ -- Society Awards, the company that created the luxury awards category, today unveiled a new brand identity and digital experience as it approaches its 20th anniversary in 2027. The transformation brings together two extraordinary creative forces: a new visual identity by Pentagram partner Paula Scher and a completely reimagined digital world by luxury designer and longtime Society Awards collaborator Ming Lam.

For Society Awards, the project was never simply about changing a logo or rebuilding a website. It was about answering a question the company first confronted nearly twenty years ago: What should the world of luxury awards look and feel like when no such category exists?

When Society Awards was founded, there was no established visual language for a luxury awards company to borrow. The company looked beyond the awards industry entirely, drawing inspiration from haute horology, exotic automotive design, and fine jewelry. Those worlds offered more than aesthetic cues. They demonstrated how craftsmanship, precision, mystery, beauty and permanence could create an experience equal to the significance of the object itself.

"We had to define what a luxury award should be, and then build the world around it," said David Moritz, founder and CEO of Society Awards. "The outward expression of Society Awards had to mirror the expectations of the people receiving the world's most important recognitions. It should feel glamorous, craft-oriented, dignified, and a little mysterious, while the experience for our clients remains entirely practical and approachable. The world surrounding an important award should elevate the honor itself."

That original visual world was shaped with Ming Lam, an experienced luxury digital architect, designer, photographer, and branding expert. Lam translated influences from fashion, jewelry, automobiles, watchmaking and art into something distinctly Society Awards. The result did not feel like a luxury brand with trophy photographs substituted for watches or cars. It created a visual language that unmistakably belonged to awards.

Nearly twenty years later, Society Awards has grown from a disruptive idea into the singular luxury brand in its field, with a body of work spanning globally recognized televised awards, major cultural institutions, iconic brands and thousands of completely custom objects. The new website had to bring that breadth together without losing the restraint and atmosphere that defined the original experience.

For that evolution, Society Awards went to Pentagram.

Pentagram is the preeminent independent design consultancy and one of the institutions that helped define the very idea of modern brand identity. That history made the partnership especially resonant for Society Awards, a company itself founded around a singular proposition: that awards could constitute a luxury category of their own, with their own design discipline, expertise and standards.

The new mark was created by Paula Scher, one of the most influential graphic designers of the modern era. Scher brought elegance, authority and timeless modernity to the identity, distilling the Society Awards name into a cleaner and more versatile mark without making it generic or merely fashionable. It is a logo confident enough to sit quietly beside the objects the company creates.

"Pentagram was a natural choice," Moritz said. "They helped define modern brand identity, and we wanted that level of clarity brought to a company that has spent nearly twenty years defining its own category. Paula gave us something simpler, stronger, and more inevitable. It feels like Society Awards."

The rebrand arrives as Society Awards prepares to enter its third decade of bringing art, design and extraordinary craft to awards and recognition. More than a visual refresh, it is a clearer expression of the idea the company has spent nearly twenty years proving: the world's most important achievements deserve objects with the presence, permanence and cultural weight to match them.

"We created this category because we believe the world's most important achievements deserve objects with the presence, permanence and cultural weight to match them," Moritz said. "They should be designed with intention, made beautifully and feel worthy of the achievements they represent. With Pentagram and Ming Lam helping us express that world, we can now show more completely than ever what a luxury award can be."

The new Society Awards experience is now live at societyawards.com.

About Society Awards
Founded in 2007, Society Awards is the world's luxury awards brand and the premier designer and manufacturer of custom awards, iconic trophies and recognition objects. From many of the most visible honors in entertainment, sport and culture to entirely custom commissions for global brands and institutions, Society Awards brings the disciplines of art, industrial design, engineering and fine manufacturing to objects created to represent achievement at the highest level. Its work includes awards for the Academy of Country Music, Billboard, MTV, YouTube Creator Awards, NAACP, NBC's The Voice, the American Music Awards, BET, CFDA, the NFL, the Recording Academy and many others. Learn more at societyawards.com.

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SOURCE Society Awards