Landor & Fitch drops Fitch with its rebrand

Credits: Landor

WPP agency, global brand consulting Landor & Fitch has announced a rebrand of its identity.  The agency will now go by the name, Landor.

The rebrand also includes an overhaul of its visual identity including its logo and associated colours.

It also sees the consultancy drop the Fitch name, which Landor first took on when it combined with the  combined experience and retail design consultancy in 2020.

The brand’s new ultramarine identity is inspired by the “transformative power of water” and pays tribute to origins of the business, which was founded by Walter Landor on a ferry boat in San Francisco harbour.

“Our new brand charts an ambitious course for our future. We use our new brand colour, the ultramarine blue, to signal the redefining of the brand and design category,” said Teemu Suviala, Global Chief Creative Officer, Landor & Fitch.

“Our design and expression capabilities are now unparalleled. For our own brand, we tapped into brilliant creative minds from around our network, just as we would do for our clients, to create a brand that comes to life in every facet – from visual and verbal to sonic and motion.”

Credits: Landor

According to Landor, the rebrand is the culmination of WPP’s five-year strategy, which aims to expand WPP company’s consulting, design and experience offerings.

It also said that it has experienced the expansion in its offerings over this time period.

Landor, in the recent years acquired three different companies including sonic branding agency amp, along with workspace and architectural design company BDG, and motion design specialists ManvsMachine.

Jane Geraghty, Group Global CEO of Landor and Fitch commented on the change, “Over the last five years, our business has evolved, and our offer has expanded significantly.

“We’ve welcomed world-class specialists in sonic, motion and workspace design, and today, most importantly, we have come together as one team with a shared culture.

“United in our drive to make a positive difference.”