TERMS OF REFERENCE - Manila FAME

TERMS OF REFERENCE
DESIGN WEEK PHILIPPINES
BACKGROUND
Creativity and design is highly recognized as an engine of growth. The United
Nations Conference on Trade and Development (UNCTAD) declared that creativity,
together with knowledge and access to information, promotes development and is a
powerful engine of economic growth. Advanced economies such as the United
Kingdom, Japan, South Korea and other neighbors in South East Asia like Hong
Kong, Thailand, and Singapore actively pursue this line of development via their
celebration of Design Week.
In line with this pursuit of global mind shift on design, the Department of Trade and
Industry (DTI), through the Center for International Trade Expositions and Missions
(CITEM), created design-centric programs and events to raise the design sensibility among Filipinos.
H.E. President Benigno S. Aquino III signed on 20 October 2011 the Presidential Proclamation No. 277
that declared every third week of March and October every year as Design Week Philippines.
Design Week Philippines is a week-long celebration of DESIGN through various events and programs
scheduled around the Manila FAME trade show that will help foster creativity among Filipinos, as well as,
strengthen the country's positioning as Asia's Design Destination.
The Department of Trade and Industry (DTI), through the Center for International Trade Expositions and
Missions (CITEM) and in coordination with the Product Development and Design Center of the Philippines
(PDDCP), leads the Design Week Philippines initiative. Under a new direction this October 2012, Design
Week Philippines shall implement the following program components:
1. Manila FAME 2012
2. Creative ENVIRONMENT
3. Museum & Art TOURS
4. Katha AWARDS
5. International Design CONFERENCE & FORA
6. Food & Art FESTIVALS
One of the above components, the KATHA AWARDS, is an important recognition traditionally presented
to Manila FAME exhibitors, who develop innovative designs for furniture, houseware, holiday décor and
gifts, and fashion accessories. Beginning this Edition, Katha Awards will now be a component of the
Design Week Philippines for Manila FAME with the objective of bringing KATHA to a national level in
due time.
RATIONALE
Since its inception in the early 80s, Katha Awards has been distinguished
as an important hallmark of Philippine product design excellence and
innovation. It is a an emblem and statement that seeks to inspire and
challenge exporters and designers to constantly create and develop original designs for furniture, house
ware and furnishings, holiday decor and gifts, and fashion complements relevant in the global market.
This Terms of Reference (TOR) will identify the measures that will advance and sustain the relevance of
the Katha Awards brand to Filipino manufacturers and exporters. Also included is a re-formatted
evaluation and incentive system that will distinctly identify itself as the definitive design award for
exemplary design in the Philippines.

OBJECTIVES
1. Recognize pure talent and skill in bringing to life a concept or an idea from material to product to
market.
2. Identify and give distinction to original, fresh, innovative designs (for product and booth design)
created by exhibitors participating in the current Manila FAME Edition; and,
3. Inspire and encourage manufacturers, exporters, designers, artisans to level up their standards of
design for Philippine export products through the skillful use and exploration of new
materials/processes.
AWARDS COVERAGE
The four major product categories are as follows:
1. FURNITURE
Storage, Seating, Surfaces (tables and drawing boards), Beds, Tables, Chairs, Cabinets/Chest of
Drawers and related items
2. HOUSE WARE / FURNISHINGS
Arts and Crafts, Bath and Linen, Garden Articles/Accessories, Home Décor, Kitchen and
Tableware, Lamps and Lighting/Votive, and other related items
3. HOLIDAY DÉCOR AND GIFTS
Christmas and other Holiday Décor, Gifts, Stationery and Desk Accessories,
Natural/Personal Care Products as Gift Articles and related items
Toys,
4. FASHION
Fine and Costume Jewelry, Leather Goods, and other related items
AWARDS CATEGORIES
The major categories of Katha Awards are:
1. BEST PRODUCT DESIGN*
Distinguishes new, innovative, purposeful, and artistically rendered interpretations of design ideas for
furniture, house ware, holiday and gifts, and fashion products that inspire, level up, and positively
transform lifestyle/living. One winner will be chosen from each product category. The criteria for this
category are:
Originality* 20%
Aesthetics 20%
Material 20%
Function 20%
Manufacturing Processes 20%
Total: 100%
* Originality refers to a design that is not confusingly similar to past winners of the Katha Awards and
to the published design of both local and international designers.
* A Special Citation for Designer/s will be given to the originator/s in recognition for the novelty,
innovativeness, creativeness in solutions, commercial value-add and manufacturability, relevance to
target market, and ease of aesthetics incorporated in the winning product/s.
2. BEST BOOOTH DISPLAY
This award category recognizes the booth design that captures the very essence of a smart, effective
visual merchandising display. One (1) winner will be chosen for this category. The criteria are:

Originality* 20%
Concept 25%
Use of Space 25%
Visual Appeal 30%
Total: 100%
* Originality refers to a design that is not confusingly similar to past winners of the Katha Awards
and to the published design of both local and international designers.
3. ECO-DESIGN AWARD
A special distinction conferred to a product or product collection developed with respect for a healthier
and more sustainable environment.
Products nominated for this category should exemplify the following:
• Improved, responsible, and durable product design and development that supports cultural
diversity, improvement of energy efficiency;
• Use of low impact materials and processes,designed for repair/reuse/recycling; and,
• Addresses reduced material usage, waste reduction, and toxicity.
Criteria for the Best Eco-Design are:
Originality* 20%
Concept 20%
Product Innovation 20%
Fitness of Purpose 20%
Impact/Environmental Benefit/s 20%
Total: 100%
* Originality refers to a design that is not confusingly similar to past winners of the Katha Awards
and to the published design of both local and international designers.
RULES AND MECHANICS
1. All products of exhibiting companies in the current Manila FAME Edition are eligible for
nomination to Katha Awards’ Best Product Design categories except those developed/created by
designers hired by and compensated for by CITEM.
Also exhibiting companies, whose booth design and product presentation exemplify the best of
what the Manila FAME exhibitors can offer can be nominated for the Best Booth Design
Category.
2. NOMINATION
For the product entries, these should each be accompanied by an accomplished Entry Form
and Design Brief that is downloadable from the www.manilafame.com/KathaAward page. The
Entry Form should identify the product/s and its designer/s and a signed waiver that certifies that
the entry is original, has never been exhibited in any Iocal or international trade show/s nor have
won any product recognition/s in any event/s prior to joining this competition.
4. Entries for the Nomination stage for Best Product Design and Eco-Design Award categories
should be submited on or before Friday, 21 September 2012, 5PM.
5. Entries are limited to three items per product category only.
6. All submitted accompanying documentation must be genuine, correct, complete, and in clearly
written English language only.

7. Claims made by the applicant such as “unique,” “world first,” “one of a kind,” or “owned by” must
be substantiated by record/s of all applicable patents, trademarks, design registrations or
intellectual property ownership.
8. Nominations with incomplete information or those that are filed after the Nomination Period are
disqualified and withdrawn from the competition.
9. The Katha Award Secretariat reserves the right to refuse entry of products that do not comply with
all applicable eligibility criteria.
10. The Katha Award Secretariat also reserves the right to refuse product entries that look
confusingly similar to winners of past Katha Awards, as well as those of known product designs
by both local and international home and fashion designers.
For purposes of this Design Award, “confusingly similar” will be defined as conforming to the
following understanding in regard to the design of a product entry:
• sentiment (feeling - sense - opinion - emotion – sensation); and
• intention (purpose - intent - design - aim - object - notion – idea).
The objective for this particular regulation is to preclude or discourage design copying among
Manila FAME exhibitors and, therefore, protect the integrity and credibility of the Katha Awards.
11. Submission of nomination to the Katha Awards signifies the company’s agreement to the terms
and conditions of the Competition.
12. The acceptance/approval of entry/ies that passed the Nomination stage will be posted in the
Manila FAME website by early October 2012 for the information of the companies joining the
competition and the Show’s various stakeholders. Likewise, a confirmation and reminder for the
nominating party to ready their entries for the actual/physical nomination on 17 October 2012 will
be sent, as well.
All nominees from each product category will earn the Katha Awards Ribbons.
13. SELECTION. Only companies that passed the Nomination stage are eligible.
The selection process will involve actual physical screening and inspection of the nominated
product/s on 17 October 2012 from 10AM – 3PM. A Katha Awards Nomination Ribbon will identify
the products/booths that passed the Nominations stage.
14. Twelve judges will comprise the Katha Award BOJ. Each product category will have a set of three
judges.
The Katha Award Secretariat, in cooperation with the National Council of Industrial Designers of
the Philippines (NCIDP), will lead the Briefing of the Board of Judges (BOJ) for the Katha Awards
Selection on 17 October 2012, Meeting Room 2 of the SMX Convention Center for the Second
Level of Nomination.
15. After the Briefing, the actual physical screening and inspection of the nominated products and
booths that passed the nomination will be personally visited by the Board.
Members of the Katha Board of Judges are required to strictly choose only from the shortlisted
nominees’ list. No on-site nomination will be allowed to encourage exhibitors to plan ahead in
their product development for the Manila FAME.

16. Nominated products may be pulled-out for further deliberation or as may be required by the
Board. The Katha Awards Secretariat are required to return the products immediately to their
respective owners after the deliberation with exception of the winning products, which will be
prominently featured in the Katha Award Gallery. A photograph of the winner of the Best Booth
Display, on the other hand, will also be featured in said Gallery.
The Board of Judges, through the Katha Awards Secretariat, has the right to disqualify
companies, which will refuse to lend its nominated product/s for deliberation or for other Katharelated
purposes.
17. The deliberation of Katha Award Nominees for the Best Product Design (for the four product
categories), Best Booth Display, and for the Special Citation categories will follow after the
physical screening and selection.
18. Winning companies are required to submit duplicate prototypes of their winning entries for display
in Hall ONE, Design for Exports Permanent Exhibition Hall of Philippine products of CITEM.
This is a pre-requisite for winning companies to avail of their free booth as a prize.
19. The decision of the Katha Awards BOJ is final. As such, there may be no winner in any
category depending on the decision of the Board.
20. AWARDING. Awarding of winners will be held at the Design Forum on October 18 with Mr. Calvin
Tsao and Mr. David Monn to give out the awards.
STUDENT Design AWARD
A new category under the KATHA AWARDS, the STUDENT Design (STUDesign) Award provides a
platform for young and gifted Filipino design students (of local and multi-cultural backgrounds) to highlight
their expertise in the design of furniture and houseware, home décor (including holiday decor, seasonal
items and novelty), fashion (including apparel, accessories and footwear, and costume/bridge/or fine
jewelry), consumer electronics (including electronic devices, gadgets and appliances), and visual design
(including packaging, illustration, motion graphics, web and interface design).
The STUDesign Award starts at the core of young designers' development – at the schools to their early
phase of professional development that extends to the very heart of their design practice. This Award
aims to encourage young designers to discover their potential, find their niche in the industry, and evolve
to a brand distinctly their own.
PRE-QUALIFICATIONS
• Must be a Philippine permanent resident;
• Must be a student enrolled in the 2012-2013 academic year of an Associated or Bachelor Degree
or Higher Diploma design course run by a local educational institution;
• Must provide a portfolio of best works featuring not more than three designs for any of the
following product categories:
furniture and houseware, home décor (holiday/seasonal/novelty decor), fashion (apparel,
accessories, footwear, costume/bridge/fine jewelry), consumer electronics (gadgets/appliances),
and visual design (for packaging, illustration, motion graphics, web, and interface design),
which must be supported by research (product background, production cost and market potential
for conceptual/academic work) and a visual diary/artists’ journal, as well as relevant certificates
and reference materials; and
• Must be nominated by the educational institute concerned.

MECHANICS
1. Interested students can download the STUDesign Award Entry and Nomination Form from the
www.manilafame.com/KathaAward page.
2. The Entry and Nomination Form should be accompanied by above-mentioned design portfolio,
research and visual diary together with other pertinent school documents such as relevant
certification and endorsement papers.
3. Deadline for submission of Entry and Nomination Forms, design portfolios, relevant certificates
and materials, and institutional recommendations is on Monday, 01 October 2012, 5PM.
The acceptance/approval of entry/ies that qualified for nomination in the Student Design Award
will be posted in the Manila FAME website three days after the deadline of submission. Those
that will initially make the grade will be advised to bring their actual visual portfolios. Mock-ups of
designs for the products that have been conceptualized should be made available for the
actual/physical screening on 17 October 2012, 10 AM in Meeting Room 1.
4. A separate panel of Katha Judges will be convened for the STUDesign Award. The special panel
will be chaired by the representative of a sponsoring entity and includes local design luminaries,
Manila FAME design consultant/s, representatives from educational institutions or design-related
associations and design firms.
5. Judging for the STUDesign Award shall take into consideration the following:
Design Potential of Student in Establishing a Career 25%
as a Professional Designer based on Submitted Entries
Product Design Innovation 25%
Fitness of Purpose and Function of Selected Entries 20%
Aesthetic and Visual Appeal of Selected Entries 20%
Originality of Selected Entries 10%
Total: 100%
* Originality refers to a design that is not confusingly similar to past winners of the Katha Awards
and to the published design of both local and international designers.
6. The date for the announcement and awarding of winners will be announced soon. Final schedule
to follow.
PRIZES AND PRIVILEGES
1. Best Product Design Category*
Four winners from each product category will be selected for Best Product Design. Prizes include:
• Katha Awards Trophy designed by Messrs. Wataru Sakuma and Jinggoy Buensuceso;
• One-page, full-color ad space in the Manila FAME March 2013 event directory;
• Publicity/promotional exposure through CITEM’s media network (websites and other links,
radio, TV, and print feature and acknowledgement) channels;
• Promotional showing through the Katha Awards Gallery in October 2012 and March 2013;
• FREE 18-square meter non-prime raw space in the Manila FAME March 2013 show;
• FREE six-month feature showing in Hall One, Design for Exports Permanent Exhibition
Hall;
• Exclusive privilege to use the Katha Awards product distinction logo in packaging, print

collateral, and online advertising and promotion of the winning product/s to highlight the
achievement.
* The designer/s of the winning entries will receive a Katha Awards glass plaque.
2. Best Booth Display Category
Only one (1) winner will be recognized for the Katha Awards for Best Booth Display. Prizes
include:
• Katha Awards Trophy designed by Messrs. Wataru Sakuma and Jinggoy Buensuceso;
• A one (1)-page, full-color ad space in the Manila FAME March 2013 event directory;
• Publicity/promotional exposure through CITEM’s media network (websites and other links,
radio,TV, and print feature and acknowledgement) channels;
• Promotional showing through the Katha Award Gallery in October 2012 and March 2013;
• Free 18-square meter non-prime raw space in the Manila FAME March 2013 show; and,
• Exclusive privilege to use the Katha Awards product distinction logo in the print and online
advertising and promotion of the winning booth to highlight the achievement.
3. Special Citation: Eco-Design Award
• Katha Awards Trophy designed by Messrs. Wataru Sakuma and Jinggoy Buensuceso;
• Publicity/promotional exposure through CITEM’s media network (websites and other links,
radio, TV, and print feature and acknowledgement) channels;
• Promotional showing through the Katha Awards Gallery in March 2013;
• Exclusive privilege to use the Katha Awards product distinction logo in packaging, and print
and online advertising and promotion of the winning product/s to highlight the achievement.
* The designer/s of the winning entries will receive a Katha Awards glass plaque.
4. The STUDesign Award*
• Katha Awards Trophy designed by Messrs. Wataru Sakuma and Jinggoy Buensuceso;
• Free 9-square meter free institutional space, with free booth system, in the Manila FAME
March 2013 show to showcase his/her portfolio of creations;
• Publicity/promotional exposure through CITEM’s media network (websites and other links,
radio, TV, and print feature and acknowledgement) channels; and
• Promotional showing through the Katha Award Gallery in October 2012 and March 2013;
* The educational institution/corporate agency of the winning designers will receive a Katha
Awards glass plaque.