DDB 's new logo goes back to agency's roots

Today, DDB debuted a new visual identity--one that pays homage to the agency’s roots while looking toward its future. The logo just prior featured the initials of the last names of its three founders Ned Doyle, Mac Dane and Bill Bernbach on equal footing, in black sans serif font, punctuated at the top right with a yellow circle, enclosed in black. Old DDB logo Credit: DDB The new symbol harks back to the agency’s first logo, which stacked Doyle and Dane's Ds atop each other to form Bernbach's B. While the original logo featured a serifed font, the new one comprises elongated half-circle shapes of differing widths in the agency’s yellow and black palette. In the lower, larger “D” sits the founders’ last names, spelled in their entirety. As seen in the introductory video above, the cutout shapes of the new mark can also serve as vessels to showcase the personalities and work of the DDB network’s various agencies. In hewing more closely to the original form, the logo seems to train the spotlight more prominently on co-founder Bernbach, the creative visionary who transformed the industry with his simple yet impactful ideas and first thought to pair up art directors and copywriters. His work and leadership landed him the top spot on Ad Age’s 20th century honor roll of advertising’s most influential people.

DDB 's new logo goes back to agency's roots

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