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DESIGN: BEHIND THE LOGO - What does your logo say about you? Campaign charts the history of five agency logos while Wolff-Olins' Jon Edge and Robbie Laughton judge their design and refresh their context.(Brief Article)
Reviewing a set of identities on face value is a rather thankless task. Even if you compare them, without knowing what they are supposed to stand for or what context they are used in, only a rather light-hearted and subjective view or acute aesthetic academics can apply. Being a brand consultancy, we appreciate that a logo doth not the brand make. Even if you have a corporate identity system, it's only the tip of the iceberg.
We took an immediate and humorous view and asked ourselves: 'When reacting to the marques emotionally - where might they live?' We then created examples of how the logos might be used. As our own identity is a simply configured logotype (people often think we work for Rolf Collins or Wilf Olsen), we pick up any stones in this glasshouse with our tongues firmly in our cheeks.
JWT - created 1864
Probably the most traditional of all agency logos, J. Walter Thompson was founded in New York in 1864 as the Carlton & Smith agency and was bought out by one James Walter Thompson in 1877. Thompson renamed the agency after himself and transformed it into a business with billings of dollars 3 million, before selling it in 1916. JWT was bought in 1986 by Sir Martin Sorrell's WPP. Copies of Thompson's original signature prove that the logo is a standard copy. In shortened version, the initials JWT have been used in the past, together with a ring around them - sometimes more circular, sometimes a little more oval. Thompson himself used an elaborate icon of a wise owl holding the lamp of knowledge, but the owl and its author both went to roost long ago.
Edge and Laughton say ...
J. Walter Thompson's signature logo, although cleaned up and artworked, heralds similar qualities to the Coca-Cola marque: American, original, big with a reassuring promise of heritage. You can imagine Mr Thompson himself signing off the latest Kit Kat campaign - or lunch bill at The Ivy - using this headed paper.
BBH - created 1982
- ADVISORY/J. Walter Thompson Exec Hughes Joins Ford & Earl Associates to Direct...
- Press release article from: Business Wire May 2, 2001 700+ words
...EDITORS: Multimedia Assets Available With This Story Include Logos, Photos, Text News Releases --(BUSINESS WIRE) Troy...Partner and Creative Director of the Detroit Office of J. Walter Thompson, a multinational advertising agency, Hughes brings to Ford...
- 'Turn safety into sexy': JWT reorg confronts changing ad realities.(News)(J....
- Magazine article from: Advertising Age Sanders, Lisa January 24, 2005 700+ words
...geographic reach, one of the biggest global players, J. Walter Thompson, is undergoing a makeover to emphasize its creative and strategic...JWT executives at the Miami gathering. Introducing a new logo and inculcating a new mission in the organization may not...
- CBSMEDSCAPE TAKES $30 MILLION TO JWT: CONSUMER HEALTHCARE SITE WADES INTO...
- Magazine article from: Advertising Age Gilbert, Jennifer September 20, 1999 700+ words
...healthcare Web site set to launch later this month, chose J. Walter Thompson USA, New York, as its first agency of record. The agency...Medscape received a license to use the CBS trademark and logo as well as promotion valued at $150 million over seven years...
- J. Walter Thompson Technology Debuts; New Agency Combines Resources of JWT Tech...
- Press release article from: PR Newswire January 21, 2004 700+ words
...Jeffrey, Chief Executive Officer of J. Walter Thompson Company, today announced the formation...A newly created agency called J. Walter Thompson Technology combines the strengths...Group. With the acquisition, J. Walter Thompson, part of WPP, absorbed Bates USA...
- NexCura Selects Imagio-J.Walter Thompson as Its Public Relations Partner.
- Press release article from: Business Wire February 11, 2003 700+ words
...relations business to imagio-J. Walter Thompson. NexCura selected imagio-J. Walter Thompson over three local and national firms...In the coming year, imagio-J. Walter Thompson will help steer NexCura's media relations...
- Duke University receives $100,000 from J. Walter Thompson Company Fund.
- Press release article from: PR Newswire October 3, 1990 700+ words
...UNIVERSITY RECEIVES $100,000 FROM J. WALTER THOMPSON COMPANY FUND DURHAM, N.C., Oct...received a $100,000 gift from the J. Walter Thompson Company Fund, President H. Keith...to build an endowment for the J. Walter Thompson Company Archives housed in the Manuscript...
- J. Walter Thompson Detroit Office Improves Communications and Enriches Training...
- Press release article from: PR Newswire May 19, 2003 700+ words
J. Walter Thompson, the fourth largest advertising...technical training manager at J. Walter Thompson. "With one-third of our employees...travel-related costs." J. Walter Thompson's technical training department...
- J. Walter Thompson Awarded Advertising Account for Shell-Branded Retail Outlet...
- Press release article from: PR Newswire December 16, 1999 700+ words
...Dec. 15 /PRNewswire/ -- J. Walter Thompson has been awarded the advertising account...the Shell brand. "We selected J. Walter Thompson because of its global reputation as...and overall strategic planning. J. Walter Thompson currently handles the advertising...