The Drum Awards for Marketing - Extended Deadline

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Date: Sep 2018
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The Ad Council has announced its most significant rebrand in its 75-year history. This includes an evolution in how it works with corporate brands to address the country’s most pressing social issues, an expansion of its content creation model, leveraging technological innovations that advance communications for social causes, as well as a new brand platform and visual identity created by WPP branding agency Superunion.

The Ad Council’s new direction includes an evolution in its work with corporate brands to address social issues. The organization is building on its traditional client model (with non-profits and federal government agencies serving as campaign sponsors), by convening corporate coalitions to fund and support individual campaigns. This new model of support enables the organization to bring many more campaigns addressing critical issues to market.

To create a visual and verbal manifestation of the Ad Council’s new organizational focus, the non-profit collaborated with Superunion to articulate the Ad Council’s purpose and translate their contemporary relevance into a new brand articulation and visual identity system (including a new logo – the first in nearly 50 years). Superunion’s goal was not only to modernize the logo to maintain and amplify Ad Council’s place in American society, but also to build a richer visual language around the logo to truly develop a holistic brand both visually and verbally. These elements showcase a lowercase “ad” in the organization’s name, along with a square framing, illustrating the organization’s brand as an accessible, compassionate partner for creativity and causes to converge. Shifting to the color grey allowed for a simple logo that works with a wide variety of content but maintains the gravitas and stature of Ad Council’s work. The brand articulation includes a new manifesto and video.

Credits

Agency: Superunion

Brand: The Ad Council