The new identity and logo are nods to David Ogilvy’s favorite British typeface ( Baskerville) while also suggesting the global network’s agility and collaboration through a simple, elegant connecting ligature. The Ogilvy fonts have also been recut and customized as Ogilvy Serif and Ogilvy Sans.<\/p>\n <\/p>\n The new Ogilvy unveils a new identity and design system representing the agility, collaboration and creative connectedness that the brand is uniquely capable of delivering on behalf of our clients, Lauren Crampsie (Chief Marketing Officer, Ogilvy Worldwide) says.<\/p>\n Single name and brand for a new simplified and integrated offering<\/strong><\/span><\/p>\n After being tapped to lead the agency in 2016, Chief Executive, Worldwide John Seifert set out to write the company\u2019s Next Chapter. The global transformation was designed to clarify the company\u2019s purpose, simplify its structure, and unify behind one single brand: Ogilvy. \u201cIn my view\u00bb,said Seifert, \u00bb if we were going to stand apart we needed to clarify what the Ogilvy brand promise was, what its purpose was and we needed to greatly simplify the organization around what I call an integrated enterprise agenda, not a holding company of all these different piece-parts,\u201d…\u201cThe agency\u2019s purpose is \u201cmaking brands matter.\u201d<\/p>\n \u201cWe\u2019re trying to put renewed emphasis on craft. It\u2019s one thing to unplug Ogilvy PR, OgilvyOne and so on, but it\u2019s another thing to get people to think about the skills that they build, the point of view that they have on their work that needs to be constantly improved. We want everyone to have an extraordinary personal capability in one or more crafts. Craft is a way of making people see their role in the company in a much more organic way and to think about that as a way to define themselves.\u201d<\/p>\n Both declarations by John Seifert\u00a0 (the first one from the interview published on The Washington Post, and the second one from the interview published on campaign) have been provided by Chris Celletti (Associate Editor, Worldwide Corporate Communications for Ogilvy) in the official communication published on Ogilvy’s website.<\/p>\n Image over the headline.-<\/strong> Ogilvy new brand identity. \u00a9 Ogilvy.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":" Yesterday Ogilvy’s John Seifert unveiled the outcomes of the hard work started off in 2016, when he was named Worldwide Chairman & CEO of the Group, towards the one brand strategy. He did it through several exclusive interviews published on The Wall Street Journal and Campaign. As a serious media we can’t use the work …<\/p>\n![\"\"](\"https:\/\/eastwind.es\/marketing\/wp-content\/uploads\/sites\/2\/2018\/06\/Ogilvy_logo_dos_conexplicacion.jpg\"){kind=logo}
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\nThe result is a new Ogilvy that get rid off its global sub brands who is to center in six core cappabilities + a consultancy arm, who has identified 12 core crafts for employees to build on and develop and will enhance integrated collaboration within the company through the launch of a software platform called Connect to help all employees accross the network work together.
\nDifferent from Publicis’ Marcel Ogilvy’s platform will not be open to clients. But Seifert hs not unveiled further information on this point.
\nAll these with a single agency’s purpose: \u00abmaking brands matter\u00bb.<\/p>\n<\/a>