Industry giant, Ogilvy, has revealed a universal company rebrand and reform, the result of more than two years in the crafting. Since being promoted to Chief Executive of The Ogilvy Group, John Seifert made the agencies visual identity his primary objective.
The classic signature of David Ogilvy has been replaced as the agencies logo in a huge global rebrand of the 70-year-old agency he founded. “This has been an 18-month journey for our brand and the largest transformation in the history of our agency”, said John Seifert. “To meet the changing needs of our clients, we’re taking a bold step to redefine our company and build a new model for our industry, which we helped to create over 70 years ago.”
Created with the help of independent design firm Collins, the logo has been simplified. The shade of red which made the Ogilvy brand so recognizable has been brightened in a different Pantone shade and supported by a palette of grey, pink, blue and yellow. The agency’s brand fonts have been developed and customized, now called Ogilvy Serif and Sans. The company’s website also was redesigned with a minimalist interface, which the agency stated was a “a dynamic destination, showcasing the breadth and depth of the agency’s creative work, talent, and thought leadership.”
Collins, who served as CCO of the Brand Integration Group at Ogilvy before creating his own design agency in 2007, added:
“The Ogilvy experience is about the relentless pursuit of excellence”, he said. “Its clients, its team members, its partners—they all feel the same drive that ignites the whole company. In my decade as part of the Ogilvy team I felt it first-hand. It’s been an honor for my team to work with Ogilvy to redefine their company—and their experience—in a way that’ll power them far into the future.”
Tham Khai Meng, the new Ogilvy Group’s chief creative said: “Our creativity is the foundation of Ogilvy’s global network and the most powerful competitive advantage that we have. We are building on the creative heritage of David Ogilvy to fuel our future.”