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UM – Universal McCann

Media buying agency Universal McCann needed an identity to reflect their expertise within their market, as well as capitalising on their products and services.

We placed their existing letters within a red circle symbolizing their global standing whilst making a real virtue of their mark. The circle also informed how we treated their sub-brands and whilst it, remains the constant, the inside became four different logos each reflecting the various products and services, from social media tracking in ‘Wave 6’ to global training with ‘Curiosity University’.

To link all the identities we kept the look and feel the same across all materials: use of red within imagery, curious language and clean layouts. For each of the sub-brands we simply added the graphic language used within their logos.


Aelia Youngs

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