“Just as we would advise any of our clients, great brands have a foot in their past and a foot in their future,” DDB notes.
So DDB has a new visual identity, “that captures the essence of who we are as an agency and is an outward symbol of our thinking, our work and our people.”
The new mark has been designed to celebrate DDB’s heritage and legacy, reflect its contemporary thinking and work the work that it is known for today.
“Using the agency’s full name, Doyle Dane Bernbach, within the mark, was a deliberate decision. As other agencies are commoditising their agency names and turning away from their founding principles and visions, DDB is doubling down on the values that Doyle Dane and Bernbach founded our agency on – creativity and humanity,” the agency explained.
“To this day, Bill Bernbach remains one of the most creative and impactful people ever to work in the advertising industry. His thinking, his ideas, and his words color the agency’s presentations, halls and most importantly, the work DDB produces.”
The reimagined logo was created internally by the DDB North America design team to highlight the company’s internal design capabilities.
Wendy Clark, chief executive officer, DDB Worldwide, commented, “Great brands have a foot in their past and a foot in the future. This visual identity perfectly captures our heritage and legacy, the contemporary thinking and work we’re known for now, and positions us for the future we intend to claim.”
Ari Weiss, chief creative officer, DDB North America, added, “Bernbach was the founder of the creative revolution and this mark puts creativity right back at the center of our organization. As many other global networks are doubling down on technology and efficiency we wanted to double down on humanity and creativity.”
Barry Quinn, Chief Design Officer, DDB North America, stated, “Our new visual identity is contemporary and strategically designed for today’s needs. But it purposely retains a strong link to our visual history. It’s much more than a symbol, it’s a canvas for the creativity.”
The new change visual identity will be implemented across all internal and external marketing materials on a rolling basis. Each DDB office will be able to make it their own to reflect their work, local geography and clients.
