WPP’s Ikon rebrands with new logo and strategic positioning

“We are now in Ikon’s 20th year and we recognised the need to revitalise our brand.”

WPP AUNZ’s integrated communications agency, Ikon Communications, has rebranded to include a new brand identity and new strategic positioning. The rebranding was created by fellow WPP AUNZ branding agency, Landor.

Lesley Edwards, CEO Ikon Communications, said the old identity no longer reflected who Ikon was and the agency needed a bold new identity for the future.

She added that it was also very important for any new brand identity to still reflect the 20-year Australian heritage of the iconic agency.

Edwards said: “We are now in Ikon’s 20th year and we recognised the need to revitalise our brand so that it better reflects who we are and how we come together to deliver our purpose.

“Ikon has a strong reputation for challenging conventional thinking which extends to our commitment to put our clients first and provide them with the ability to achieve their full potential. Our brief to Landor was to consider our key proposition and represent our core values in our new brand identity. I believe they have achieved this and we are delighted with our new look.”

The nine shapes that make up the new logo are used as an integral part of the identity – each element representing one of the agency’s capabilities. Together they make up Ikon, but used individually they showcase the agency’s unique offer – from strategy to digital and technology, and from creative and social to channel planning and dynamic trading.

The rebrand also coincides with the launch of Ikon’s proprietary strategic planning product, Lexikon, that allows clients to better understand the impact of media investment on brand metrics. Lexikon is underpinned by a proprietary database of brand data for over 50 major Australian brands and will be further expanded throughout 2019.

Edwards said: “We don’t have a one size fits all agency structure, Ikon is a flexible system and the agency and even its proprietary tools are designed to suit our clients’ needs, not ours. We always seek to find better ways to give our clients a competitive edge and we believe we have created a new identity which clearly reflects this.”

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