Doyle Dane Bernbach, also known as DDB, is a creative stalwart. The agency was started in New York City in 1949 by Ned Doyle, Maxwell Dane, and William Bernbach, who acted as president. Bernbach and Doyle had worked together at Grey Advertising during the mid-1940s; Dane had been running his own small advertising firm.
It goes without saying, but I will say it for emphasis. DDB is old school in the best of ways, and the recent evolution of the agency’s visual identity is a timeless and timely update for one of advertising’s most enduring and celebrated brands.
The new mark celebrates DDB’s heritage while celebrating the contemporary thinking and work that the global network is known for today.
Using the agency’s full name, Doyle Dane Bernbach, within the mark, was a deliberate decision. As other agencies are commoditizing their agency names and turning away from their founding principles and visions, DDB is doubling down on the values that Doyle Dane and Bernbach founded the agency on – creativity and humanity.
To this day, Bill Bernbach remains one of the most creative and impactful people to ever work in the advertising industry. His thinking, his ideas, and his words color the agency’s presentations, halls and most importantly, the work DDB continues to make.
Evolution Is Real
The evolved logo was created internally by the DDB North America design team – serving as a great example of the agency’s design capabilities.
“Our new visual identity is contemporary and strategically designed for today’s needs,” says Barry Quinn, Chief Design Officer, DDB North America. “But it purposely retains a strong link to our visual history.”
There’s a playfulness to this look that I enjoy. The coloring and the huge “B” are not exactly childlike, but there is something youthful and energetic about it.
I also feel like there’s a nod to bees in here. Busy bees. Sting like a bee. Pollinate the agency with new ideas. Maybe I am seeing things. Maybe that’s the point.