Essence has rebranded its logo with a modernised wordmark, new fonts and colour palette. Developed over the past nine months with design studio Ueno, the agency aims to make its perspective, expertise, and capabilities easy to understand in the rapidly changing marketing industry.
The new logo (pictured right) essentially follows the lowercase presentation of “essence,” but utilises descending font weights to convey the meaning in the agency’s name – which is its ability to help clients get to the simplest, most efficient and most effective.
In addition, the agency’s new style guide will utilise five colours, with a new primary brand colour: international orange which is a unique mix of both red and orange. For Essence, international orange colour distinguishes the agency in the marketplace while conveying the energy, positivity, and optimism its known for into its website, social channels, and work around the world.
Essence also selected its fonts to balance its data-centric business with an editorially-led verbal identity with a more conversational tone. The agency’s global site has been redesigned to create clarity out of complexity for users, convey Essence’s disruptive influence in the industry, evoke the balance between ideas and data, and represent the agency’s willingness to constantly learn and improve.
The agency recently promoted global chief client officer Kyoko Matsushita to global CEO, replacing Christian Juhl who will be taking on the global CEO role at GroupM this October. Based out of San Francisco, she will continue to report to Juhl.
In her new role, Matsushita will work closely with the agency’s global management team, including global COO Steve Williams, global chief strategy officer Damian Blackden, global chief of product operations Rich Mooney and global CFO Tony Santabarbara, to continue driving Essence’s client-centric innovation in data, analytics, and technology, business growth, and employee culture.
Essence has 500 employees across nine office in Asia Pacific, including Singapore, Indonesia, India, Australia, South Korea and Japan.