Global ad agency DDB has gone under the knife and emerged with a new logo that harks back to its earlier years.
Rebranding is always contentious with well-established companies – even more so when the company is itself in the business of rebranding.
While a changing logo can easily be dismissed as inconsequential, it's worth remembering that it's the visual cue representative of a company. It's on the website, on every letterhead and it's plastered outside the building. If it's aesthetically ugly or utterly mundane, people will notice.
DDB's rebrand, which rolled out globally across all offices including Auckland, gives a nod to the company's founders, featuring the names Doyle, Dane and Bernbach on the new logo. This departure from the simple DDB initialism aims to acknowledge where the company came from, according to DDB Worldwide CEO Wendy Clark.
"Great brands have a foot in their past and a foot in the future," she said, commenting on how the contemporary design coupled with founders' names expresses this idea simply.