IT’S NOT EVERY DAY YOU GET TO REBRAND ONE OF THE BEST-KNOWN CREATIVE COMPANIES IN THE WORLD. WHEN IT’S THE COMPANY YOU WORK FOR, IT’S A DOUBLE HONOR.

THE WORDMARK

The new identity resists the temptation to go sans serif in the name of modernity, instead embracing Saatchi’s British heritage by replacing the Renaissance inspired Goudy with an updated, bespoke Old English face.

THE ICON

We questioned whether to keep the ampersand. The decisions was a resounding, “yes, and …” If we were going to keep it, it had to be unique and meaningful. So we poured the elements from every other part of the thinking into it.

MORE THAN AN ABBREVIATION

Shortening agency names to what most people call them is popular. But we saw an opportunity beyond familiarity. By putting together the two things people most associate with the brand, we reaffirmed our long-held belief that more perspectives lead to more originality.

A COLOR?

Saatchi had been black and white since its inception. But could a color say something about the brand? British Racing Green stays true to the graphic gravitas of back and white, while following the philosophy of leaning into the brand’s roots. But it did two more important things too. British Racing Green symbolizes the speed of the modern landscape as well as being scientifically proven to foster creativity. So, yeah, a color.

A BIT OF FUN

From day one, we knew a redesign had to be a canvas for the imaginative spirit of the people who make the agency what it is.

THE GIGANTIC SHOUT OUTS

I’d like to personally thank, Chief Creative Officer, Jason Schragger for the opportunity, and also acknowledge the phenomenal talent involved in this effort.

BRAND DESIGN
Bastien Baumann, Chief Design Officer
Peter Hahn, Design Director
Youri Hwang, Senior Designer
Grina Choi, Senior Designer
Nathan Wilson, Strategist

BRANDING INTEGRATION
Austin Lane, Associate Creative Director
Chris Sullivan, Senior Designer
Chanel Villanueva, Designer