Ogilvy Brand Evolution
Brand identity, 2021

Responsibilities
Branding, idenity guidelines, social media, merchandise

Ogilvy's updated visual identity system builds on the full rebrand that occurred in 2018, which was developed in partnership with COLLINS and featured a new logo, typeface, and color palette. Building on the foundation of the Ogilvy brand, Ogilvy 485 was tasked with updating the identity system more reflective of current leadership and strategic positioning. 

Perhaps the boldest and most exciting aspect of the updated system is the tartan pattern. In creating the pattern, the team dug back into the past, looking at archival photos of David Ogilvy donning the traditional Scottish pattern. Throughout the research, the team immersed itself in the agency’s history and heritage, all in service of creating something new and fresh.

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While much of that core visual identity remains, this latest update reflects Ogilvy’s latest evolution as a champion of growth and impact, innovating at the intersections of capabilities and talent.

The past identity system has been updated with a modern, versatile color palette built on classic blacks and reds, along with a new tartan pattern that pays homage to David Ogilvy’s Scottish heritage and how Ogilvy's capabilities are structured in a way how interwoven thread is interconnected.

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A new set of guidelines outlines Ogilvy's updated identity system and offers employees worldwide to newly designed branding material including presentation templates, publications, data visualization, social media toolkits, and stationery.

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Ogilvy 485, Chicago

Creative Direction
Joe Sciarrotta
Gabe Usadel

Design
Connor Fleming
Martin Pohlmann
Remy Glock

Tartan Exploration
StoryTK (San Francisco)

Motion Design
Sarofsky (Chicago)

Ogilvy Logo (2018)
COLLINS

Press
How Ogilvy 485 Created the Agency's Updated Visual Identity System—ogilvy.com

© 2021 Martin Pohlmann

General inquiries
martin@pohlmann.design


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