One of the most well-known ad agencies in the world has a new identity, courtesy of Collins. Three creatives weigh in…
Three creatives weigh in on Collins’ ambitious rebrand of global ad agency Ogilvy
TOM WILDER Creative director, Collins www.wearecollins.com
“The Collins team has a deep understanding and appreciation for the Ogilvy brand, largely because Brian Collins himself spent a decade as CCO of the design and brand experience division before founding Collins in 2008. He felt first-hand the creative drive behind the whole company.
By being design-led and focusing on the holistic experience, our partnership with Ogilvy goes beyond just ‘rebranding’ to a true re-founding. Collins helped reshape the identity and design system, redefining Ogilvy’s new brand direction from global heritage to a simple, client-first value proposition using a joint strategy process.
The project included re-designing Ogilvy. com, overhauling the visual identity and refining the company’s core values. It’s now an overall system with legs and scale: flexible and durable enough to be indefinitely used across the globe, in a wide range of services.”
JESSE MACKENZIE Creative director, Trust Printshop www.trustprintshop.com
“The star of this identity is the wordmark. Based on Baskerville, it’s both simple and beautiful with great ligatures and spacing. It also benefits from the name, which has a nice rhythm and balance to it.
The pair of custom typefaces are both fantastic and extensive, with great little details throughout – especially in the serif version and in the included ligatures. Some might find these pieces boring or simplistic, but I love subtle, elegant branding for creative agencies. It’s both bold and exciting.
Beyond the logo and custom typefaces the identity starts to lose steam. The colour palette feels overly trendy, especially next to the simple and timeless logo. And the lack of a visual concept leads to some aimlessness in the extended applications. Nothing looks bad, but I hope the applications will continue to evolve with the brand as the logo and typefaces are undeniably fantastic.”
MIKE SOYLU Chief marketing officer, Pisano www.pisano.co
“David Ogilvy, the master advertiser, was all about big ideas. And it seems to me that the big idea with this new rebrand is ‘change’. It reflects a broader trend in businesses today.
This rebrand is Ogilvy capitalising on change in its corporate restructure based on six ‘core capabilities’. Brand strategy, advertising, customer engagement and commerce, PR and influence, partnerships, and most importantly, digital transformation. ‘We sell. Or Else.’ has been transformed into ‘We change. Or else.’
Through this lens, the Ogilvy rebrand hits all the right notes. Bigger, bolder font. Simpler, more resonant name. A more connected logo and a whole new corporate structure. Change is just oozing from every aspect of its new identity. Doing this without throwing away the culture and heritage of the company, or values of David Ogilvy, is what’s most inspiring. That’s brand mastery.”