Veteran creative agency Wolff Olins has a new identity that mixes fresh and fun with solid and sensible. From the company’s release on the new wordmark:
“The W and O of the new wordmark represent the maths and the magic, the fusion of the creativity and rigour that has always been at the heart of Wolff Olins.... The W of the new logo captures one of Wolff Olins' core pillars: enjoy the ride—inside the business as a team and externally with its clients.
"It also reflects the non-linear journey [we go] on with clients, the value it places in experimentation and diverse perspectives—it's not about the easy or most direct path to find the solution but about the search for what will create transformative brands for clients and give them their competitive edge.”