Last month, Ogilvy announced its rebranding, complete with new visual identity, logo, and organizational design. Over the course of the past 18 months, COLLINS played an integral role not only in reimagining Ogilvy's identity and design system, but also in helping to redefine the new Ogilvy brand direction.
COLLINS worked with Ogilvy to turn its celebrated, global heritage and formidable offerings into a simple, client-first value proposition through an extensive, collaborative strategy process. The project included everything from re-designing Ogilvy.com and overhauling the visual identity, to redefining the company's core values and reimagining how Ogilvy defines the totality of its work.
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. Two complete custom typefaces, an updated Baskerville and a modern sans serif, give the company an improved readability in both digital and analog environments. A dynamic color palette raises the vitality of all Ogilvy materials. And updated linguistic standards aim to bring new rigor to the company's voice.