International advertising agency Ogilvy has rebranded, working with design agency Collins to redesign its logo, fonts, website and entire visual system, as well as “re-founding” in a synchronised global campaign. This event launches the advertising giant’s internal restructure, as the company has unified its collection of sub-brands to bring all its agencies under the Ogilvy Group umbrella.
Unveiled in The Wall Street Journal, the rebrand is the result of two years work under the company’s chief executive John Siefert, appointed to the role in 2016 having joined in 1979 as a summer intern. “We needed to greatly simplify the organisation around what I call an integrated enterprise agenda, not a holding company of all these different piece-parts,” Seifert tells WSJ, saying its mission statement is “making brands matter”.
Designed in a collaboration between the ad agency and Collins, a self-penned “independent brand experience design company”, the new logo ditches the “& Mather” part of its name, simplifying the logo to a single word, with subtle tweaks to its wordmark including a bolder, re-cut typeface and joined-up details between the “i” and “l”, and “v” and y”. The visual identity and design system maintains Ogilvy Red as its core colour and features the re-cut and customised fonts Ogilvy Serif and Ogilvy Sans. Lauren Crampsie, chief marketing officer for the agency, commented on Twitter that the branding represents “the agility, collaboration and creative connectedness” it wants to be known for.
As part of its repositioning, Ogilvy also released a short video comparing its adjustment of language and attitude since its founding 70 years prior, showing “before and after” mantras for the agency. For example, it shows one phrase “We sell. Or Else.” alongside its contemporary approach, “We change. Or else.”. It also replaces “Creative department” with “Creative network”; and “The consumer isn’t a moron. She is your wife.” with “She is your boss”. The latter alludes to its intentions to increase the gender pay gap at the agency and promote more women to partner. Seifert says 36% of its executive partners are women, currently, but in the next two years that will be 50%.
— Ogilvy (@Ogilvy) 5 June 2018
- Miranda July’s latest work is a high-tech portrait of the Uber driver who took her to interview Rihanna
- Léa Augereau's figurative paintings feature a diverse range of strong and confident women
- Artist Adam Ferriss' photography filters are better than any on Snapchat
- Graphic designer Jaap Smit physicalises the web in his data-driven practice
- How Alex Prager made the world stop and stare
- Photographer Louise Reinke's latest shoot is inspired by the legendary Dionne Warwick
- "Don't drink and dance in front of your peers": ten creatives on their biggest mistakes
- All internships are not created equal: how to spot the best opportunities and have the courage to reject the duds
- Crayola launches a makeup range based on its ubiquitous crayons
- Beyoncé and Jay Z take over the Louvre for Apeshit music video
- Why counter-culture matters: Rough Trade launches publishing venture designed by Craig Oldham
- Greg Sharp animates a video that builds in momentum for the catchiest song of the year