Advertising Agency Ogilvy Unveils New Logo and Branding
Global advertising and marketing agency Ogilvy has this week revealed a new logo and brand identity as part of a major organisational restructure.
Created in collaboration with design agency COLLINS, the new logotype is claimed to reference company founder David Ogilvy’s favourite typeface, Baskerville.
“The visual identity system has its roots in Ogilvy history. The new logo transitioned from David Ogilvy’s signature — the mark of one person — to a redrawn version of the existing corporate typeface, Baskerville — thus becoming the mark of many people,” explain the designers. “Two complete custom typefaces, an updated Baskerville and a modern sans serif, give the company an improved readability in both digital and analogue environments.”
The new look forms part of a business transformation that is claimed to be the largest in the agency’s 70-year history, bringing together the three distinct units of OgilvyOne, Ogilvy & Mather Advertising and Ogilvy Public Relations along with various company sub-brands and speciality brands under a single, unified group with a common identity and positioning for the very first time.
“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,” says Ogilvy’s chief executive, John Seifert. “Our new organisational design will empower our people to put clients at the centre and create sustained brand value on behalf of our clients for years to come.”