DDB Looks to the Future, and the Past, With a New Visual Identity
DDB Worldwide on Friday unveiled a new visual identity designed to reflect a more modern agency while also honoring its roots as the birthplace of the creative revolution.
The new mark features two capital D's, in yellow and black, stacked vertically to form a B. The name Doyle Dane Bernbach appears in the logo—a reference to Ned Doyle, Mac Dane and Bill Bernbach, who founded the agency in New York in 1949.
Bernbach, of course, is the legendary creative director who almost singlehandedly took the ad business in a more creative direction, pairing art directors and copywriters in teams for the first time and producing breakthrough campaigns including the famous Volkswagen ads of the 1960s.
DDB tells Muse that the new identity is "an outward symbol of our thinking, our work and our people" and highlights the "creativity and interconnectivity of the worldwide DDB team."
"Great brands have a foot in their past and a foot in the future," said Wendy Clark, CEO of DDB Worldwide. "This visual identity perfectly captures our heritage and legacy, the contemporary thinking and work we're known for now, and positions us for the future we intend to claim."
"Bernbach was the founder of the creative revolution, and this mark puts creativity right back at the center of our organization," added Ari Weiss, chief creative officer of DDB North America. "As many other global networks are doubling down on technology and efficiency, we wanted to double down on humanity and creativity."
The new mark, introduced to several hundred DDB leaders from around the world at a meeting in Miami this week, was created by the DDB North America design team. It's designed to be flexible so that local DDB offices globally can make it their own to reflect their work, geography and clients.
"Our new visual identity is contemporary and strategically designed for today's needs. But it purposely retains a strong link to our visual history," said Barry Quinn, chief design officer at DDB North America. "It's much more than a symbol, it's a canvas for the creativity of the network. We can't wait to see how that evolves over time."