Wunderman rebrands

Global - Wunderman has launched a new brand identity which includes a new logo and brand property called ‘Curious Square', to mark its 50 years in the business and reflect on how the company has changed in the last eight years.

Wunderman offices around the region are slowly starting to sport the new look, however newly acquired companies such as Agenda and Blast Radius, and other subsidiaries like KnowledgeBase Marketing will maintain their own brand identities.

The identity was created by Wunderman's sister WPP shop Lambie-Nairn, and Wunderman Asia EVP Stephane Faggianelli said it would take from now until June for offices to fully implement the new identity.

"We don't want to celebrate the anniversary we want to think about the future. The previous logo had been done seven or eight years ago and in the meantime we've changed a lot, we've acquired companies, and we are building digital, so I think it makes sense for us to show the changes and show what we are and to make sure people understand the brand and the positioning," he said.

The refreshed logo will only feature the ‘Wunderman' name in purple but the additional Curious Square imagery will appear differently depending on what the agency "wants to say", Faggianelli said.

"We are going to use it mostly on the web. We are going to customise it and we can imagine that we will have additional shapes in countries like Japan or in China," he said.

Wunderman is currently finalising its new global website which Faggianelli says will be "very interactive" and will show how the agency can "play with the square". In Asia, the near future will see Wunderman invest in acquisitions which can boost the agency's digital, data analysis and CRM prowess.