German Design Award

German Design Awards 2019 – Peter Schmidt named Personality of the Year

The graphic designer and brand designer Peter Schmidt has been honoured as »Personality of the Year« in the German Design Awards 2019. The jury statement included the following comment: »Peter Schmidt represents the epitome of holistic brand staging. Not many consumers know him by name, but there is hardly anyone who is unfamiliar with the innumerable logos, packaging and products he designed: from Milka and Apollinaris, Rosenthal and Arzberg to Jil Sander and Joop – over the decades, Peter Schmidt has shaped many major brands that still bear his signature today. The perfume flacon he designed for Jil Sander was even displayed at the renowned Museum of Modern Art in New York.«

Schmidt was born in Bayreuth in 1937. After completing his studies in Kassel, he moved to Hamburg, where together with Waltraut Bethge he founded the Peter Schmidt Studios. He headed the agency for 30 years, establishing the Peter Schmidt Group, which now belongs to the BBDO Group.

His work encompasses everything from packaging to corporate design, from perfume flacons to brand consulting, book design, stage design and architecture.

Schmidt's most famous works are surely the Jil Sander logo and the minimalistic flacon for her first perfume. But with his innumerable other logo and packaging designs, he shaped the look of German consumer culture in the 21st century.

»Peter Schmidt enables brands to dance like a choreographer, transforming them into icons. He knows how to give them an incomparable identity that reflects the spirit of the times, yet is timeless,« said Andrej Kupetz, CEO of the German Design Council, commenting on the award. »As one of Germany's most successful brand designers, Peter Schmidt set the course for decades, incisively influencing an entire generation of designers.«

You'll find more information about Peter Schmidt's selection as »Personality of the Year« here.

You'll find the current lists of winners and image material for download at 

A record number of entries
In the categories of product and communication design, the German Design Awards 2019 once again noted positive growth: more than 5,400 projects were entered in the competition this year. Product and project submissions were received from 63 countries, with the share of international entries reaching 54 per cent. Accordingly, the international jury, consisting of representatives from the fields of industry, science and design, worked diligently to select the most impressive entries. In the end, they awarded Gold prizes to a total of 50 winners in the 55 categories.

The German Design Council is presenting all the winners of the German Design Awards 2019 in its online gallery at:

Awards ceremony at the Ambiente trade show in Frankfurt
The winners of the German Design Awards 2019 will be honoured at a festive awards ceremony in Frankfurt am Main on 8 February 2019, the opening day of the Ambiente trade show.

Press credentials will be gladly accepted at

Newcomer Award
Excitement remains high as to which of the six finalists will win the »Newcomer Award«: The winner will be announced during the awards ceremony on the opening day of the Ambiente trade show on 8 February 2019.

The German Design Awards
The German Design Awards constitute the German Design Council's premium international prizes and one of the world's most renowned design competitions. »Since our founding in 1953, our primary task has been to observe, analyse and evaluate what is happening in design internationally,« explained Andrej Kupetz, CEO of the German Design Council. »The winners each year not only exemplify the economic and cultural value of outstanding design, but they also provide direction and are representative of current themes and trends,« Kupetz continued.

Download the press release (PDF)