DDB has introduced a new visual identity that captures the essence of it is as an agency and is an outward symbol of the agency’s thinking, its work and its 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 the agency is known for today, positioning its for the exciting future it intends to claim. Just as the agency would advise any of its 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 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 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 colour 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.
Says Wendy Clark, CEO, DDB Worldwide: “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.”
Says Ari Weiss, chief creative officer, DDB North America: “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.”
Says Barry Quinn, chief design officer, DDB North America: “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.”
This change to visual identity will be implemented across all internal and external marketing materials on a rolling basis. The modernised mark serves as a frame so that each DDB office can make it their own to reflect their work, local geography and clients.