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New Logo and Identity for WONGDOODY done In-house



Noted Oct. 1, 2014 by Armin

Industry / Corporate Tags /


(Est. 1993) “People remember things that surprise them. Things they don’t expect—an agency with a name that sounds like a rare tropical fungal infection for example. WONGDOODY was founded in 1993, and since then we’ve proved that the unexpected can do some remarkable things. Whether in Seattle or Los Angeles, our 150 employees regularly use this approach to push client boundaries, disrupt convention, shatter expectations, start conversations, collect eyeballs and move consumers. And in the process, we’ve become the most awarded independent advertising agency on the West Coast.”

Design by

In-house (led by Pam Fujimoto, Executive Creative Director in Los Angeles)

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The original black and green color palette has been amped up with an array of neon shades that capture Wongdoody's energy, boldness and enthusiasm, and a simple design keeps the memorable name as the hero. The new look is a big departure from the original. "When we launched, we deliberately designed our identity to look safe. Who on earth would hire an unknown agency with a wacky name like Wongdoody? So why make it worse with a crazy logo?" explained Tracy Wong, Chairman and Co-Founder of Wongdoody. "However over the years we became known for our unexpected creative, and that initial conservative identity was at odds with our work. This was a chance for our branding to sync up with what we do." Wongdoody has seen memorable hack-jobs of its name ever since the agency’s inception. These frequently botched names appear throughout the new identity, in a graphical text treatment on the back of new business cards and across the website.

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Images (opinion after)
New Logo and Identity for WONGDOODY done In-house
Logo detail.
New Logo and Identity for WONGDOODY done In-house
Business cards with mangled names in the back.

The old Yin-yang-meets-St.-Patrick's-Day logo did not help at all the cause of the easily mockable name of WONGDOODY (named after founders Tracy Wong and Pat Doody). Clumsy and weird, it just wasn't very creative or appealing. The new logo is 100% energy and adrenaline rush with the italicized, neon-infused wordmark that literally screams WONGDOODY! It's almost like too-easy a solution, but the letters in the name work perfectly in the condensed sans serif and the subtle color variations break up the long name nicely. The business cards with the mangled names in the back is quite funny too and lets clients know that the firm is not above laughing at themselves.

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