Mindshare, the global network whose local office just received its third consecutive Media Agency of the Year award, launched its worldwide rebrand yesterday. The new identity is intended to mirror the agency’s extensive restructuring, which takes effect in Manila early next year.
Developed in partnership with branding agency Moving Brands, the new logo retains Mindshare’s signature purple. The color has been used since the network’s inception in 1997, from the merger of JWT and O&M’s media departments.
According to Mindshare, "the new partner symbol reflects the structure and form of [our] business. It shows two forms coming together to create a new, strong form, reflecting [our] partnerships with clients, suppliers and other agencies. The flow of colour symbolises the flow of creativity across the business; the segmentation mirrors the bringing together of specialist expertise within [our] ‘open source’ approach to client business which enhances a platform-neutral approach." Whew!
Also important to note: "When written in prose, Mindshare no longer has the upper case ‘S’ — hence the company’s name will now be written Mindshare and not MindShare." Noted, especially for the next media pitch.
