Landor, the world’s largest brand and design agency, has recently undergone a significant rebrand. The company, now known simply as Landor, has unveiled a new name and visual identity that reflects its expanded offerings and pays homage to its aquatic origins.
Echoes of the Past, Visions of the Future
The new Landor identity showcases many of these evolved capabilities, including some silky smooth motion designs. The inspiration behind the work is water, a nod to the brand story that Walter Landor founded the company on a ferry boat in San Francisco harbor. A new core colour, ultramarine, links back to this story – a rare pigment imported during the Renaissance and often used by artists. The rebrand is aimed to symbolize transformation and connection, reflecting the agency’s growth and expansion over the years. The aquatic theme is evident in the logo, which features a wave-like design, and in the agency’s messaging, which emphasizes the importance of fluidity and adaptability in today’s ever-changing business landscape.
This rebranding marks a new chapter in Landor’s history, as it continues to evolve and stay ahead of the curve in the world of branding and design. A culmination of a five-year strategy, the rebrand is centered around an ultramarine colour palette, with appropriately watery graphics and soundscapes to match. The revamped look acknowledges the dramatically expanded consulting, design, and experience services that the WPP company provides.
Evolution and Expansion
Over the years, Landor has diversified its offerings, recently delving into sonic branding by acquiring Amp and integrating architectural and motion design experts like BDG and ManvsMachine. This expansion mirrors the changing landscape of branding, with an increased focus on multi-sensory and multi-channel experiences.
Earlier this year, Landor broadened its horizons by venturing into sonic branding with the acquisition of sonic specialists Amp. This move complements the existing Landor Group, which already includes architectural experts BDG and motion specialists ManvsMachine. This revamp is a reflection of how the agency has been adapting its DNA over the years in response to the evolving landscape of branding.
Landor has also been investing more in typography. Its new typeface, an elegant grotesque called Landor Sans, was developed by its custom-type studio in Milan. According to CCO Teemu Suviala, the Landor Group has been building on capabilities like these for the past five years and plans to continue doing so with the help of technology, specifically AI.
Brands in Motion: The Omnipresent Reality
The changes in Landor’s approach are largely due to shifts in how brands present themselves. Today, brands encountered online are expected to be dynamic, engaging all of our senses and existing across multiple channels simultaneously. As Teemu puts it, “Today, brands are – by their very nature – omnipresent. They are everything, everywhere, all at once.”
This omnipresence necessitates a more comprehensive solution from brand specialists. It’s no longer enough to simply position and create brands; every facet of a brand must be managed and measured long-term.
Bottomline
Landor has recently undergone a rebranding process that reflects its past and highlights its future potential. As a design agency, it aims to establish itself as a leading player in an ever-changing media landscape. The brand’s new identity celebrates its historical connection to water and its transformative qualities while charting a course for continued evolution in the branding industry. Landor’s rebranding effort showcases its commitment to delivering comprehensive brand experiences. The agency’s unparalleled design capabilities are evident in all aspects, including visual, sonic, and motion branding.
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