Wieden+Kennedy London’s Non-Traditional Logo Approach
A logo is often seen as a constant: a solid and immutable representation of a brand’s identity. But what about brands whose identity is all about creativity of all kinds? Perhaps for a creative agency, it makes more sense to have multiple logos in ever-changing forms to express eclectic influences and talents.
Wieden+Kennedy London has taken this non-traditional approach, commissioning nine London-based artists and makers to create new logos for the ad agency. From jewelry to a freshly baked cake, each collaborator reimagined the identity in different mediums and aesthetics in a project that will be continuously refreshed.
The Process
The agency’s specialist design and branding arm, NOT Wieden+Kennedy, led the project. The only instruction in the brief was that the design had to read "W+K London" in some way, and feedback was kept to a minimum to ensure creative freedom for the artists. This led to a diverse array of designs.
The Results
The project features a range of creative outputs, including:
- Letterpress artist Alan Kitching created a logo using wooden typefaces in his iconic style
- The sign writer Ged Palmer of Luminor Sign Co used traditional mirror and matt-finished gold leaf gilding on a huge glass panel
- Tattoo artist Dan Moreno created three surreal tattoo designs
- Designer and illustrator Reya Ahmed took inspiration from Brick Lane and Bengali typography
- Joe Bazalgette Zanetti of Bazanetti created rings that spell out the agency’s name over the wearer’s knuckles
- Magic Sign Print Shop in West Hampstead created a version of the agency’s logo in the style of a London chicken shop
- The W+K London cut from SliderCuts barbers in Bethnal Green
- Ten-year-olds at St Anne’s and Guardian Angels Catholic Primary School in Whitechapel created their own versions of the logo following a half-day session using tools from the agency
- Yasar Halim bakery in Harringay created three cakes, which were photographed and animated
The Purpose
The project not only communicates the creativity of the agency and its collaborators but also pays homage to the eclectic creativity of London as a city. Since the pieces also exist as physical artefacts, they serve as a daily reminder to the agency’s team of the creativity on their doorstep.
Conclusion
The project is not the agency’s first celebration of London’s vibrant creative talent. It follows a two-year initiative commissioning promising illustrators to reimagine employee headshots in a variety of eclectic styles, including 3D design, ceramics, watercolour, and more.
FAQs
Q: What was the brief for the logo project?
A: The brief was to create a logo that reads "W+K London" in some way, with minimal feedback to ensure creative freedom for the artists.
Q: How many artists and makers were commissioned for the project?
A: Nine London-based artists and makers were commissioned for the project.
Q: What was the purpose of the project?
A: The project was to create an identity that reflects the creativity of the agency and its collaborators, as well as paying homage to the eclectic creativity of London as a city.
