BBDO Worldwide unveil new corporate identity

The new logo employs a vertical format and dual color scheme to reinforce the prominence of the BBDO brand name, while retaining the local identity of each BBDO network member - which is the strength and hallmark of the BBDO culture. The new design replaces the existing BBDO logo, which has remained essentially unchanged for the past 100 years.

"As a creative communications leader, we felt the current BBDO logo was a bit staid and stale - particularly since our brand has become arguably the industry creative standard bearer over the past twenty years," said Allen Rosenshine, Chairman and CEO of BBDO Worldwide.

"The new design was created to reflect our position as a growing, leading creative communications company and to set us apart from our competition." he continued.

The new corporate identity has been in development for more than a year and was created by Nolin Branding & Design, which is part of the BBDO network. It was overseen and endorsed by the Creative Committee of the BBDO Worldwide Board and embraced enthusiastically by the BBDO Worldwide Board of Directors.

Commenting on the new corporate identity, Alain Khouri, Group Chairman of BBDO's Middle East network, Impact / BBDO said:

"BBDO is guided above all by an unwavering focus on the creative work we undertake for our clients. Accordingly, our brand identity is simple, clean and direct. Original but understated, it resonates with the idea that our reputation for creative achievement must rest on the work that we do, not on a flashy image".

"In every BBDO agency around the globe, we share a common philosophy, a common commitment to developing outstanding advertising campaigns and providing a full range of communications services for our clients. This guiding principle can be determined as the work, the work, the work. But we are not all cut from the same cloth. Although we operate globally, each of the members of the BBDO Worldwide network is rooted in local realities and traditions that shape the way we think and work and create. By pairing the BBDO masterbrand with local identifiers, our logo communicates a sense of unity in diversity, conveying a clear message about how we see ourselves and the values we adhere to".

"It captures and projects the essence of our organisation, reinforcing an image of creativity. Urban, contemporary and eye catching, the vertical design of the logo makes a memorable statement about the nature of the BBDO Worldwide network"

Agencies are expected to begin phasing in the new corporate identity immediately. It will be fully implemented throughout the network by August 2003.