Ogilvy gets a new logo, organizational design, and brand identity

The new logo

Ogilvy today announced the agency’s re-founding and new mission to serve as an integrated creative network that Makes Brands Matter. Continuing their “Next Chapter” transformation journey, the company introduced a new organizational structure and new brand identity.

“This has been an 18-month journey for our brand and the largest transformation in the history of our agency,” said John Seifert, chief executive, The Ogilvy Group. “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.”

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The integrated Ogilvy brand brings together the three distinct units of OgilvyOne, Ogilvy & Mather Advertising and Ogilvy Public Relations along with various company sub-brands and specialty brands under a single, unified group with a common identity, positioning, client service model and P&L.

“Our creativity is the foundation of Ogilvy’s global network and the most powerful competitive advantage that we have,” said Tham Khai Meng, chief creative officer, The Ogilvy Group. “We are building on the creative heritage of David Ogilvy to fuel our future.”

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The iconic Ogilvy red has been reintroduced in a brighter Pantone and a secondary palette of gray, pink, blue and yellow has been added to emphasize the company’s desire to modernize, while maintaining, its strong heritage.

The Ogilvy fonts have also been recut and customized as Ogilvy Serif and Ogilvy Sans. In addition, the company’s website has been redesigned to be a dynamic destination showcasing the breadth and depth of the agency’s creative work, talent and thought leadership.

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Ogilvy collaborated with COLLINS, an award-winning branding and design agency, on the rebrand and launch.

“Today, there are more opportunities than ever before to shape every aspect of a brand’s needs,” added Seifert. “The scale and diversity of our global network is the source of our strength. At Ogilvy, we design the components of a brand, create experiences around a brand, and communicate about a brand. Our new organizational design will empower our people to put clients at the center and create sustained brand value on behalf of our clients for years to come.”

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