DDB has gone against the tide of abbreviated agency names and opted to use its full name, Doyle Dane Bernbach, in a global rebrand to leverage its heritage and legacy.
The new visual identity is minimal in style and relies on the agency founders’ names to represent itself.
The look will be implemented across all internal and external marketing material.
Created by the DDB North America design team, it seeks to focus on the founders’ values for the agency - creativity and humanity.
“Great brands have a foot in their past and a foot in the future,” DDB Worldwide CEO Wendy Clark says.
“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.”
The launch of the rebrand also includes a near two-minute video looking back at the agency’s early days, when Doyle, Dane and Bernbach started DDB 70 years ago.
DDB North America chief creative officer Ari Weiss says using William Bernbach’s name, the “founder of the creative revolution”, puts creativity back of the agency’s centre while other global networks “double down on technology and efficiency”.
Locally, DDB Sydney recently spoke to AdNews about being “unashamedly a creative agency” while still having digital, social and CX capabilities.
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