Ogilvy Rebrands With New Identity & Logo After 70 Years

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Images via Ogilvy

On Tuesday, advertising giant Ogilvy announced a “re-founding” after a span of 70 years. Previously, it parented separate global businesses and fields of expertise, but the rebrand now sees them running as “One Ogilvy.”

To celebrate this milestone, Ogilvy gave its red logo a brighter PANTONE hue, accompanying it with a secondary color palette of gray, blue, pink and yellow. The firm says the visual identity aims to “emphasize the company’s desire to modernize, while maintaining, its strong heritage.”

The global agency also recut and tweaked its fonts to introduce ‘Ogilvy Sans’ and ‘Ogilvy Serif’. Its new logotype is weightier and now sports ligatures, such as a conjoining ‘g’ and ‘i’, that nod back to its old handwritten version.

Image via Wikimedia Commons and Ogilvy

The massive transformation—which was two years in the making—doesn’t just involve its visual identity, it’s also a marker for change in the company’s internal practices. Ogilvy identified six core capabilities—“brand strategy, advertising, customer engagement and commerce, PR and influence, digital transformation, and partnerships,” described chief executive John Seifert.

Additionally, its broad gamut of fortes has been designated into 12 types of “crafts,” including ‘Creative’, ‘Strategy’, ‘Finance’, and ‘Client Service’.

“The whole idea behind One Ogilvy… is about responding much faster, with more agility and cost-flexibility to organize the right talent for our clients depending on whatever complexity and set of needs they have,” Seifert detailed. “Be that in individual markets, regions or globally, one aspect of our offering or all aspects of our offering. A big part of this is about becoming a much more client-centered organisation.”

Our new brand logo. Our new brand colors. Our new identity is simple, clear, and more connected. #NextChapter #MakeBrandsMatter

A post shared by Ogilvy (@ogilvy__) on Jun 5, 2018 at 2:01pm PDT

A post shared by Ogilvy (@ogilvy__) on Jun 5, 2018 at 9:53am PDT

The new @Ogilvy unveils a new identity and design system representing the agility, collaboration and creative connectedness that the brand is uniquely capable of delivering on behalf of our clients. @LCrampsie, our Chief Marketing Officer, Worldwide #NextChapter #MakeBrandsMatter pic.twitter.com/mSyt6Puv3x

— Ogilvy (@Ogilvy) June 5, 2018

Ad giant @Ogilvy unveils global company rebrand and reorganization -> https://t.co/53fJoq3GJx <- via @FastCompany #NextChapter #MakeBrandsMatter pic.twitter.com/67NQZuMqSO

— Ogilvy (@Ogilvy) June 5, 2018

[via Campaign, videos via Ogilvy, images via Ogilvy]


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