| Story | DDB has introduced a new visual identity that captures the essence of who they are as an agency and is an outward symbol of their thinking, work and people. The evolution of DDB’s visual identity is a timeless and timely update for one of advertising’s most enduring and celebrated brands. The new mark celebrates DDB’s heritage and legacy, reflects the contemporary thinking and work that they are known for today, positioning them for the exciting future they intend to claim. Just as they would advise any of their clients, great brands have a foot in their past and a foot in their future. Using the agency’s full name, Doyle Dane Bernbach, within the mark, was a deliberate decision. As other agencies are commoditizing 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 the agency on – creativity and humanity. 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. Highlighting the creativity and interconnectivity of the worldwide DDB team, the evolved logo was created internally by the DDB North America design team – serving as a great example of the agency’s design capabilities. “Our new visual identity is contemporary and strategically designed for today’s needs,” says Barry Quinn, Chief Design Officer, DDB North America. “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 of the network. We can’t wait to see how that evolves over time.” This change to visual identity will be implemented across all internal and external marketing materials on a rolling basis. The modernized mark serves as a frame so that each DDB office can make it their own to reflect their work, local geography and clients. |