WPP has unveiled its refreshing logo with a multicoloured, dynamic dot pattern switching from its plain black and white serif typeface, underlining its change of emphasis under new Chief Executive – Mark Read.
The release of the new branding came during a marathon analyst and media presentation on Tuesday afternoon following the publication of WPP’s new strategy in the morning.
Superunion and Landor, the group’s own branding agencies, worked with WPP’s central team to come up with the refreshing identity that matched Read’s positioning of “Creative Transformation”.
The logo is made up of many parts that combine to form the whole – a representation of WPP’s people, agencies, capabilities and markets that work together as one for clients.
On screen, it is designed to have a continuously changing form and colour, symbolising creative transformation in itself.
Jim Prior, Global Chief Executive of Superunion, said, “Our ambition was to present WPP with the same energy and creativity that we offer to our clients right across the company.”
Jane Geraghty, Global Chief Executive of Landor, added that the “evolved brand better reflects who we are as a company”.
“We are fundamentally repositioning WPP as a creative transformation company with a simpler offer that allows us to meet the present and future needs of clients,” Read stated in the update.