Landor & Fitch has rebranded to become Landor, the culmination of a five-year strategy that has seen the WPP company’s consulting, design and experience offer expand.
In recent years, Landor has welcomed sonic branding company amp, workspace and architectural design company BDG and motion design specialists ManvsMachine into its brand family.
In parallel, the business has bolstered its consulting capabilities with a growing Brand Performance practice, broadened its retail experience offer in a 2020 merger with Fitch, and continued to build out its brand-led employee experience offer.
The brand's new ultramarine identity is inspired by the transformative power of water and pays tribute to origins of the business, which was founded by Walter Landor on a ferry boat in San Francisco harbour.
Teemu Suviala, global chief creative officer, said the new brand charts an ambitious course for the future.
"We use our new brand colour, the ultramarine blue, to signal the redefining of the brand and design category” said Suviala.
“Our design and expression capabilities are now unparalleled. For our own brand, we tapped into brilliant creative minds from around our network, just as we would do for our clients, to create a brand that comes to life in every facet - from visual and verbal to sonic and motion.”
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