Mindshare has unveiled its new corporate identity. The redesign, developed in partnership with Moving Brands, coincides with the WPP agency's ongoing global restructure announced earlier this year and its intention to earn Mindshare the position of its client's "lead business partner". The network's branding will retain the signature colour purple, which was established at its inception from the merger of JWT and Ogilvy & Mather media departments in 1997, but will include a complete refresh of the agency's brandmark and visual identity.
The new brandmark consists of a bespoke wordmark and Mindshare's new partner symbol. The symbol has been created to reflect the structure and form of Mindshare's business. It shows two forms coming together to create a new, strong form reflecting Mindshare's partnerships with clients, suppliers and other agencies. The flow of colour symbolises the flow of creativity across the business and the segmentation mirrors the bringing together of specialist expertise within Mindshare's "open source" approach to client business which enhances a platform neutral approach.
A major change in Mindshare's global identity will be the representation of the bespoke wordmark in upper case. MindShare will no longer have the upper case "S" previously used in its name – the company's name will be written Mindshare and not MindShare.