The Ogilvy experience is about the relentless pursuit of excellence…Its [Ogilvy’s] clients, its team members, its partners—they all feel the same drive that ignites the whole company.The old Ogilvy logo (left) and the new (right). The lettering has changed from cursive, complex lettering to a more modern, more legible serif typeface. The colors have changed from a bright, vibrant red, to a more relaxed and calm red. According to its press release, this is to symbolize Olgilvy’s desire to be more modern while also paying tribute to the principles that got it where it is. With all of this visual change came new principles. Ogilvy and Collins worked diligently to create the new positions based on five key values. These principles helped them determine the values of leadership within the newly branded company. The change didn’t stop there. Many of the company’s sub-brands have been collected under one name. Among the absorbed names are OgilvyOne, Ogilvy PR, Social@Ogilvy and Ogilvy CommonHealth Worldwide. To replace these divisions, the company has created 12 “crafts” (Creative, Strategy, Delivery, Client Service, Data, Finance, Technology, Talent, Business Development, Marketing and Communications, Administrative, and Production) and six “core capabilities” (Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships) that act as characteristics, values, and guidelines. Now, the company operates as one. They’ve combined all of their marketing divisions. Ogilvy Enterprises, the successor to OgilvyRED will continue to work across all parts of the newly reworked organization. “This is the next chapter, not the last chapter,” said worldwide chairman and CEO John Seifert. “This isn’t the Ogilvy you know,” he said, referring to how different the company will be after all the changes. According to him, there were much needed changes due to how complicated the organization had become. [pullquote]14 specialists would walk into a room with slightly different Ogilvy business cards[/pullquote] Seifert explained that he wants the company to be centralized like it’s never been before. He said that it really reached the point of needed change when “14 specialists would walk into a room with slightly different Ogilvy business cards”, of course referring to how out-of-touch everyone was with the goal and the heritage of the company. The company has also promised to bring more women on board. According to Seifert, Ogilvy’s looking to hire a substantial number of women all across the board in order to close the gender-gap. Tham Khai Meng, current CCO of Ogilvy summarized it by saying this:
We are building on the creative heritage of David Ogilvy to fuel our future.It’s very clear that Ogilvy aims to be better and more focused than ever before. From a design standpoint, their new logotype and website are now more visually appealing. It’s simple, yet effective. The new rebranding has been a huge success and will keep the company at the vanguard of design for years to come. It’s a daunting task to change a company from the inside out, but Ogilvy appears to have accomplished it beautifully, and it will only benefit from the ambitious change.
Andrei Tiburca
Read Next
3 Essential Design Trends, May 2024
Integrated navigation elements, interactive typography, and digital overprints are three website design trends making…
How to Write World-Beating Web Content
Writing for the web is different from all other formats. We typically do not read to any real depth on the web; we…
By Louise North
20 Best New Websites, April 2024
Welcome to our sites of the month for April. With some websites, the details make all the difference, while in others,…
Exciting New Tools for Designers, April 2024
Welcome to our April tools collection. There are no practical jokes here, just practical gadgets, services, and apps to…
How Web Designers Can Stay Relevant in the Age of AI
The digital landscape is evolving rapidly. With the advent of AI, every sector is witnessing a revolution, including…
By Louise North
14 Top UX Tools for Designers in 2024
User Experience (UX) is one of the most important fields of design, so it should come as no surprise that there are a…
By Simon Sterne
What Negative Effects Does a Bad Website Design Have On My Business?
Consumer expectations for a responsive, immersive, and visually appealing website experience have never been higher. In…
10+ Best Resources & Tools for Web Designers (2024 update)
Is searching for the best web design tools to suit your needs akin to having a recurring bad dream? Does each…
By WDD Staff
3 Essential Design Trends, April 2024
Ready to jump into some amazing new design ideas for Spring? Our roundup has everything from UX to color trends…
How to Plan Your First Successful Website
Planning a new website can be exciting and — if you’re anything like me — a little daunting. Whether you’re an…
By Simon Sterne
15 Best New Fonts, March 2024
Welcome to March’s edition of our roundup of the best new fonts for designers. This month’s compilation includes…
By Ben Moss
LimeWire Developer APIs Herald a New Era of AI Integration
Generative AI is a fascinating technology. Far from the design killer some people feared, it is an empowering and…
By WDD Staff