It was awarded for VITA's "LICHT" brochure. It shows unique insights into the world of teeth – captured with artistic brilliance by photographer and ceramicist Claude Sieber from Basel. Particularly effective: the combination of unusual angles on teeth, clever lighting effects and pithy captions. "Our successful composition featuring product information and art won the jury over", Kerstin Kaltenbacher, Product Marketing Manager for veneering materials at VITA, is delighted. "It is the best possible praise for our work, and a huge honour." Since 1953, iF International Forum Design GmbH based in Hanover has been presenting the iF awards in recognition of outstanding design in four categories. This year, 44 international experts studied a total of 4,322 submissions by 1,605 participants from 48 countries.
1,054 entries battled for the jury's favour in the category "Communication design". 275 entries, including VITA, were awarded the coveted "iF Label" – a globally acknowledged seal of quality for excellent design. The LICHT brochure focuses on the optical phenomenon of opalescence, which makes everything appear in a different colour, depending on which angle you look at it. There was good reason for choosing specifically this theme: In time for the IDS 2011, VITA had launched five new opalescence materials that remain stable when firing and wanted to use the LICHT brochure to facilitate understanding of the complex behaviour of light on natural teeth. As Kerstin Kaltenbacher explains: "The accurate implementation of transparency, translucency, opalescence, opacity and colour of a natural tooth is one of the biggest challenges facing aesthetic restoration. Our VITA VM veneering system gives dental technicians limitless options for imitating natural light refraction and achieving perfect ceramic or acrylic results At the same time, the system is compelling clear in structure and offers excellent processing properties. We wanted to produce an artistically sophisticated presentation of all of this beauty and diversity."
The VITA VM Limited Art Edition brochure "Licht" is available for a nominal sum of 20 euros and can be ordered by e-mail through:licht@vita-zahnfabrik.de.
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