Omd Design & Branding OMD CORPORATE IDENTITY PROGRAM by Hornall Anderson

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Hornall Anderson
Creative Director James Tee
Designer Lorine Chen, Bryan Mamaril, Ronald Viernes, Izzie Zahorian
Producer Marylee Johnson
Released March 2012

Credits & Description

Category: Consumer Services
Advertiser: OMD
Product/Service: OMD
Chief Executive Officer/Creative Director: Jack Anderson (Hornall Anderson)
Creative Director: James Tee (Hornall Anderson)
Interactive Design Director: Nick Thiel (Hornall Anderson)
Interactive Design Director: Joseph King (Hornall Anderson)
Senior Interactive Designer: Hayden Schoen (Hornall Anderson)
Interactive Designer: Julian Strait (Hornall Anderson)
Interactive Designer: Tim Hudson (Hornall Anderson)
Interactive Designer: Alex Park (Hornall Anderson)
Senior Designer: Belinda Bowling (Hornall Anderson)
Designer: Bryan Mamaril (Hornall Anderson)
Designer: Lorine Chen (Hornall Anderson)
Designer: Ronald Viernes (Hornall Anderson)
Designer: Izzie Zahorian (Hornall Anderson)
Strategy Director: Lee Ann Johnson (Hornall Anderson)
Interactive Strategist: Zachary Menkel (Hornall Anderson)
Account Services Director: Ricki Pasinelli (Hornall Anderson)
Account Services Director: Michelle Mcrae (Hornall Anderson)
Developer: Jason Porter (Hornall Anderson)
Senior Developer: Gordon Mueller (Hornall Anderson)
Producer: Marylee Johnson (Hornall Anderson)
Media placement: Corporate Brand Identity Program - Global Facing - 8 March, 2012
Media placement: Corporate Website - Global Facing Via Internet - 8 March 2012

Describe the brief from the client
OMD is the largest, most awarded media agency in history, but with more than 8,000 employees in over 130 offices across the globe, it can often be hard to stay relevant and consistent. OMD needed a revitalised brand that expresses their never stop culture, not just their size and influence.

Describe the challenges and key objectives
While we were tasked with creating a dynamic identity, the challenge was that it needed to physically transform in response to its environment. The new logo is designed to work as a single brand system that is constantly in motion with 5 unique ‘lock-ups’.

Describe how you arrived at the final design
The identity uses custom drawn letterforms based on a combination of geometric shapes and traditional typographic elements. Through its variations and animation, the new identity signifies the always-in-motion mentality of OMD. The most visible reflection of the identity came in the form of a website that defies the conventions of corporate culture by saying less and showing more. The architecture of the site offers a simpler way to understand the company, both at the global and regional levels. The hierarchy of the site is flattened to reflect the decentralised nature of OMD.

Give some indication of how successful the outcome was in the market
The new brand not only gives 130 global offices the flexibility to make it their own, but it’s changed the way OMD walks and talks. Shifting the focus from what they’ve achieved in the past, to what they’ll do in the future.