Source: Adweek
Leo Burnett London has presented its new visual identity that brings bolder, more modern design that pays tribute to the agency’s founder through his iconic black glasses.
While the images shift focus away from Burnett’s distinctive signature, they still encapsulate the visionary man who is regarded as one of the few founding fathers of advertising.
Publicis Groupe’s Leo Burnett said in a statement that the new identity comes with “a colorful, modern twist intended to carry the agency through the 21st century—and beyond.”
New identity is characterized by solid bright colors, and rich symbolism of items on the various prints, such as for example the apple that is a reference to an anecdote in which a competitor told Burnett, who died in 1971, that he would be on the street selling apples before he made money in the advertising business.
The redesign—which was led by Phil Bosher, who recently joined Leo Burnett London as head of design after working at Fallon—comes at a transitional time for the organization. Last week, Publicis announced that Fallon London CEO Gareth Collins would assume the chief executive role at Leo Burnett as the two agencies look to “align” by the end of the calendar year.
