All of the important aspects that make up this award boil down to its focus on the handmade, human quality of crafts. This design shows this through the icon of a person at the center. Its arms are out in a way that hold the logo together, as if it has created it.
The rounded cylindrical shape of the logo alludes to a badge, so that it will be quickly perceived as a mark of honor.
The rounded strokes of the type and human icon are in concord with the badge shape. They also give the logo an overall contemporary feel, to balance the tradition implied by the diamond shapes and subtle background texture.