To reflect the new strategic direction of the company, WPP has launched an evolution of its brand identity. Superunion and Landor collaborated to create the new identity which represents WPP as a creative transformation company that is dynamic, connected and organised around the needs of its clients. The logo is made up of many parts that combine to form the whole – a representation of WPP’s people, agencies, capabilities and markets that work together as one for clients.
On-screen it is designed to have a continuously changing form and colour, symbolising creative transformation in itself. The Superunion/Landor team worked alongside WPP’s central team on the new positioning as a dynamic, forward-thinking company with creativity and technology at its heart, and the core purpose of creating better futures for its clients and people.