Getty Images Design & Branding THE WATERMARK PROJECT by R/GA London

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Industry Consumer & Public services
Media Design & Branding
Market United Kingdom
Agency R/GA London
Associate Creative Director Dan John, Peter Mcclelland
Creative Director Cyrus Vantoch-Wood, Chris Williams
Copywriter Michael Russoff
Released April 2011

Credits & Description

Category: Online Digital Design
Advertiser: GETTY IMAGES
Product/Service: GETTY IMAGES
Agency: R/GA
Agency: R/GA
Tech Director: Ben Barnett (R/GA)
Creative Director: Cyrus Vantoch-Wood (R/GA)
Associate Creative Director: Dan John (R/GA)
Executive Creative Directors: George Prest (R/GA)
Executive Creative Directors: James Temple (R/GA)
Copywriter: Michael Russoff (R/GA)
Associate Creative Director: Peter McClelland (R/GA)
Creative Director: Chris Williams (R/GA)
Media placement: Watermark - - 30 April 2011

Describe the brief from the client
Getty Images needed to change their image. People's current perception of Getty is a monopolistic industry leader. They wanted to be thought of as an open, modern, digital business.

Describe the challenges and key objectives
The key objective was to transform a closed, restrictive symbol into an open and useful one.

Describe how you arrived at the final design
We approached Getty’s perception issue by transforming the icon at the heart of their business: the Getty watermark. Previously, the watermark was a restrictive, closed symbol. We redesigned it to be an object of openness, information, and utility – transforming the Getty brand in the process.
The new Getty watermark champions its contributors, empowers its customers, and romances its very business model - the content that it protects.

Give some indication of how successful the outcome was in the market
The new watermark debuted at the time of entry, but conceptually, it turns a closed, restrictive symbol into an open and useful one. The new Getty watermark is the new Getty.