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Leo Burnett London Redesigned Its Visual Identity

Nothing stays the same but everything still reminds the legend!

Leo Burnett London revealed a new identity with a strong visual design which reflects the agency’s long-lasting philosophy.

Over the years, the agency has had several logo versions, respecting to its founder, Burnett, without removing the iconic blacks -glasses and the Alpha 245 pencil- which has been identified with him.

Led by the Head of Design, Phil Bosher, Leo Burnett London’s design team created a new signature logo with a colourful, modern twist intended to carry the agency through the 21st century—and beyond, in their words.

The team inspiredly applied the core values that the agency has been carrying for years onto their designs.

Most of the advertisers must have heard about ‘the apple’ story which Leo Burnett relies a part of its core values on:

Early in his agency career, in 1930, one of Burnett’s competitors told him that if he couldn’t make money in advertising, he would probably have been on the streets, selling apples. Since then, the agency puts apples as a symbol for success and hospitality for its clients and employees at its reception.

Chaka Sobhani, Chief Creative Officer shared:

At Leo Burnett, we believe that solving human problems is what makes businesses grow. Put simply, we always want to turn up human and look to make stuff that people truly love.

Our new visual identity needed to reflect this agency philosophy.


To use for the new visual identity design and reflect its modern still with more sincere touch, the agency chose a new typeface, ‘Mark’, which is a geometric sans-serif typeface of FontFont.

The result seems that ‘Mark’ completed its mission admirably if we check the tweets from Burnett’s Twitter channel:

We still love pencils. But we’ve now discovered the joy of shoving them into things.


While the new appealing visual identity has been shared on Burnett’s website and social media accounts, there was other news Burnett is excited to announce as well.

Recently, the London office welcomed successful creatives such as Phil Bosher joined as Head of Design, Paul Reddington who worked as a former Senior Designer at Grey London and Richard Pettiford as a Studio Manager.

Lastly, Leo Burnett officially posted on their official website that Gareth Collins will be the agency’s new CEO and taking the helm at London office from 1st November.

If you are a digital marketing agency and looking for some inspirational ideas to redesign your website, check out 15 inspiring Digital Agency Website Designs in 2018.

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