Ikon ditches orange branding and reveals new positioning

Josh McDonnell
By Josh McDonnell | 17 January 2019

Ikon Communications has undergone a rebrand to better reflect the agency's positioning in market.

It has ditched the iconic orange branding for one with more colour and deeper meaning.

The nine shapes that make up the new logo represent the agency's key offerings including, strategy, digital, technology, creative, social, channel planning and dynamic - all to be used as an "integral part of the identity".

Designed by fellow WPP branding agency, Landor, Ikon CEO Lesley Edwards said the rebranding needed to be reflective of both the future of the business, which has also taken on a new strategic positioning, as well as its long-standing history in Australia.

“We don’t have a one size fits all agency structure," she said.

"Ikon is a flexible system and the agency, and even its proprietary tools, are designed to suit our clients’ needs, not ours.

"We always seek to find better ways to give our clients a competitive edge and we believe we have created a new identity which clearly reflects this."

Edwards said its brief to Landor was to consider its key proposition and represent its core values in the new brand identity.

"I believe they have achieved this and we are delighted with our new look," Edwards added.

Ikon Old logoIkon's previous logo

The rebrand also coincides with the launch of Ikon’s proprietary strategic planning product, Lexikon, that allows clients to better understand the impact of media investment on brand metrics.

Lexikon is underpinned by a proprietary database of brand data for more than 50 major Australian brands and will be further expanded throughout 2019.

“The new brand will give Ikon and its employees the ability to reflect their expertise, skills and client-first approach across everything they do," Landor creative director Matty Johnson said.

"With a simple set of rules to keep the brand simple, yet flexible - any touch point will always be authentically Ikon," 

Ikon will be looking to build on its strong 2018, with the agency winning the media and creative accounts for Avis Budget Group, the media for Amart Furniture, while also consolidating all media buying for health insurer NIB's $12m account.

Ikon appointed Edwards to national CEO a year ago, concluding a year-long agency leadership restructure. It was the first time the agency had a national chief executive since James Greet left the business three years ago.

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