The new look is designed by Garry Blackburn and Simon Elliot of Rose and will be rolled out from this month.
D&AD was established in the 1960s in the UK to celebrate creative communication from design to advertising and to raise standards throughout design and advertising. Agencies and designers compete each year at its annual awards ceremonies for its coveted Yellow Pencil awards.
Although still based in the UK, the charity's remit has changed to champion excellence in creativity globally, and as a creative brand it is recognised around the world.
D&AD runs global awards schemes and education programmes and works with the business community to ensure that creativity is high on their agenda.
Michael Hockney, D&AD chief executive, said: "This is the final stage of a process that began almost three years ago. We initially changed our name from British Design & Art Direction to D&AD to reflect the wide range of creative disciplines from around the world that we uniquely represent.
"Our new corporate identity embraces D&AD's heritage, while also recognising the multi-faceted nature of our work in the 21st century."
The rebrand retains the logo designed in 1962 by Fletcher/Forbes/Gill and incorporates the distinctive Yellow Pencil feature.
Blackburn, creative partner at Rose, said: "D&AD is highly regarded by creative practitioners, and the Yellow Pencil is world renowned. The organisation is now multi-faceted, so we took the original logo and combined it with a yellow hexagon -- the shape of the pencil when upended. The original marque sits in the middle of the hexagon, like the lead running through the core. The D&AD 'seal of quality' will be easily identifiable from now on."
The new brand identity will cover all D&AD corporate materials including Congress, the website, membership cards, Ampersand magazine, business cards, award certificates, office signage and corporate stationery.
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