Leo Burnett London Reveals a Bold New Visual Identity That Includes Its Founder's Iconic Glasses

Founding father still evident in rebrand

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Leo Burnett London has pivoted decisively into the 21st century with a new visual identity. The bolder, more modern design pays tribute to the agency’s namesake—Burnett founded the agency in Chicago in 1935—by including his iconic black glasses.

While the images shift focus away from Burnett’s distinctive signature, they still encapsulate the visionary man who is regarded as one of the few founding fathers of advertising.

Publicis Groupe’s Leo Burnett said in a statement that the new identity comes with “a colorful, modern twist intended to carry the agency through the 21st century—and beyond.”

The various prints, set behind solid, bright colors, incorporate the apple as a symbol of the founder’s success and his “core values.”



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