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.