Rebrands & Launches · 2023 · Agencies

Wolff Olins

Who: Storied branding firm Wolff Olins

Why: In their own words, “In today’s world of constant change, no one can afford to stand still, including branding agencies.” Every large incumbent in an industry runs the risk that they will be viewed as dull and stodgy, compared to younger, more experimental firms.

What: We think the wiggly ‘W’ in front of the sans-serif letterforms is an interesting attempt to communicate ‘math and magic’ – even if it seems a tad obvious and maybe a little forced? Still, definitely an improvement over the old, neutral typeface and much more potential for exploration across interfaces.

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