(Est. 1949) “DDB Worldwide Communications Group Inc., known internationally as DDB, is a worldwide marketing communications network. It is owned by Omnicom Group Inc, one of the world’s largest advertising holding companies (revenues US$12.69B according to Advertising Age in April 2008). The international advertising networks Doyle Dane Bernbach and Needham Harper merged their worldwide agency operations to become DDB Needham in 1986. At that same time the owners of Doyle Dane Bernbach, Needham Harper and BBDO merged their shareholdings to form the worldwide holding company Omnicom. In 1996, DDB Needham became known as DDB Worldwide.” (Wikipedia)
In-house: DDB North America
Ian Brignell (Toronto, Canada)
Images (opinion after)
The old logo was fine… bland but fine. The degree mark has always made me confuse DDB with BBDO, another worldwide ad agency, because it’s so prominent and almost reads like an “O”. The new logo uses the agency’s original logo as a basis, with two “D”s stacked to make a “B”. I don’t think the original logo was that great but it was a little clearer that it was two “D”s, whereas the new one it’s really hard to read the two shapes as “D”s — I mean, it’s not hard-hard, it’s just not obvious because the “B” shape is so pronounced. Concept aside, it’s an okay logo… kind of clunky and too tall but it’s fine. The logo-as-window stuff is as unoriginal as it gets and makes the identity look very dated. The wordmark part is fine too… it has an FF Meta-esque vibe but with a wider structure that’s kind of interesting. The one straight-up application — the business cards — does look decent and the tall-ness of the logo plays well there but that’s about the nicest thing I have to say. The motion stuff in the video is a little lame and, again, feels dated somehow… like 1990s ideas with 2019 technology. Overall, my expectations of how identity plays out in the advertising world are met — which is to say, they are not high.
Thanks to Jothish John for the tip.