Ogilvy One
Rebrand
When evolving an iconic brand, it is important to strike a balance between respecting the brand heritage and adapting it to meet the needs of the modern world. For Ogilvy, a visual identity upgrade is all about preserving its core value while reflecting the agency’s ambition and passion for change.
The Ogilvy brand is known for its structured tartan pattern and dynamic color palette, which has been a staple of its visual identity. To advance its look and feel with more fluidity, adaptability and modern sensibility, we proposed introducing circle, a universal symbol of unity and versatility, as a core new element into the brand's visual system.
In addition, we experimented with more dynamic textures, movements, patterns, and iconography, to create a narrative that accurately encompasses Ogilvy’s multifaceted culture. The result of our work is a new visual identity proposal for Ogilvy that is both modern and timeless.
Client -> Ogilvy
Category -> Brand Identity, Interaction, Digital
Role -> Designer
Team -> Ogilvy NA
The Ogilvy One brand refresh aimed to evolve the structured tartan grid of Ogilvy’s original identity into a more dynamic visual system that embodies the ethos of "borderless creativity." Retaining the original palette and pattern as a nod to the brand’s heritage, we introduced a molecular-inspired design language centered around circular forms. These circles symbolize fluidity, connection, and growth, reflecting the collaborative and adaptable nature of Ogilvy's global operations. The system is highly scalable, allowing for varying levels of complexity or simplicity, with seamless integration into motion design to bring the visuals to life.
This refreshed identity transforms Ogilvy’s legacy into a modern, versatile framework that mirrors its innovation-driven approach. The dynamic structure provides endless flexibility for storytelling and personalization across different applications, reinforcing the brand’s ability to connect, grow, and adapt in an ever-changing creative landscape.
The design system showcases its adaptability and flexibility by seamlessly transitioning across styles, such as bold, grunge-inspired aesthetics, while maintaining the core essence of the brand identity. The use of circular forms, layered compositions, and textural elements reflects the dynamic, modular structure of the system, emphasizing fluidity, connection, and growth.
This system is designed to serve both external and internal audiences—human-centered and innovative for clients, while providing internal teams the freedom to explore diverse creative directions. Its versatility ensures consistency across varied contexts, empowering users to push creative boundaries within a cohesive brand framework.