Publicis Worldwide launches new logo

by Maud Largeaud , AdForum

New marque reflects heritage of legendary founder and leader Marcel Bleustein Blanchet while encompassing ‘Lead The Change’ philosophy of Publicis Worldwide 

Publicis Worldwide is launching a new logo this month across its global network of over 13,000 people in 84 countries. The new design pays homage to the original Publicis logo created by founder Marcel Bleustein-Blanchet in 1926. Since the creation of the flagship Publicis agency almost 90 years ago, it has grown from a small two-room Parisian apartment into one of the world’s largest and most influential advertising networks. On the front door of Bleustein-Blanchet’s first office, was a Publicis sign created in the Art Deco style of the era. In its time it was considered bold, sexy and modern. He called it “the door of my life”, and later brought that door to the agency’s new Champs Elysées offices in the 1950s. That logo and that approach is the inspiration for our direction. The new Publicis Worldwide identity borrows from the past but intentionally incorporates modern characteristics including symmetry and simplicity, while maintaining the iconic Lion head of Publicis Worldwide. The refreshed design will see the network take a step in distinguishing its branding from that of the holding company, Publicis Groupe, headed up by Chairman & CEO Maurice Lévy. Commenting on the launch, Arthur Sadoun, Global CEO of Publicis Worldwide, said: “In many ways the new design reflects our Publicis DNA and what we aim to do for every client we work with. And that is: LEAD THE CHANGE. The new logo’s Art Deco borrows from our past and the legendary story of Marcel Bleustein-Blanchet, but intentionally incorporates modern characteristics such as symmetry and simplicity. Our intent was to create an ownable and timeless design.” The new identity was conceived and developed by Publicis Worldwide North America, which is headed up by CEO, Andrew Bruce. Typographically, simplicity was key and the font style, Gotham, is a nod to modern. Publicis Worldwide’s key legacy colour, red, remains dominant in the new branding, while introducing different gradients and complementary colours. The new branding will be rolled out globally over the next month.

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