Mindshare gets facelift

WPP Group's Mindshare bows its new corporate identity.

WPP Group’s Mindshare, a global marketing and media service network, is unveiling the rebranding of its worldwide corporate identity today – its first since launching 10 years ago.

Developed in partnership with London, UK-based branding agency Moving Brands, which intends to earn Mindshare the position of ‘lead business partner,’ the redesign includes a custom-made word mark and partner symbol, coinciding with the WPP agency’s ongoing global restructure announced earlier this year.

‘The redesign is an excellent kick-off to the restructuring of the Canadian operation planned to roll-out this fall,’ says Karen Nayler, managing director for Mindshare Canada.

The network’s branding will retain the signature colour purple, established at its inception when it merged with the JWT and Ogilvy & Mather media departments in 1997, while Mindshare’s new partner symbol and a custom-made wordmark refresh the new brandmark.

‘We took this opportunity to reinvigorate our identity both internally and externally,’ says Ailsa Lochrie, marketing director at Mindshare. ‘This heralds our next stage of growth as a new model agency that acts as a marketing spine to our clients’ business, focusing on partnership, consumer exchanges and collaborations.’

Mindshare consists of 97 offices in 67 countries.