Crown was honored by the Industrial Designers Society of America (IDSA) with an International Design Excellence Award (IDEA) for the Crown ESR 5000 Series of narrow-aisle reach trucks used throughout Asia and Europe. This is the 5th consecutive and 18th overall IDEA for Crown. According to the IDSA, the 2010 IDEA jury was comprised of 18 world-renowned designers and design thinkers. Judging criteria in the Commercial and Industrial Equipment category focused on 6 areas of industrial design excellence: innovation; benefit to the user, benefit to society and natural ecology; benefit to the client, visual appeal; and, appropriate aesthetics.