Weber Shandwick is a global public relations and communications agency formed in 2001 through the merger of the Weber Group, Shandwick International, and BSMG Worldwide under the Interpublic Group of Companies.[1] The agency has undergone two documented visual identity changes since its founding: a 2012 rebrand and a more recent overhaul tied to the creation of The Weber Shandwick Collective.
Design and History
In June 2012, Weber Shandwick announced an international rebranding that introduced a new black-and-white logotype accompanied by the tagline “engaging, always.”[2] The new positioning shifted the agency’s focus from advocacy to engagement, reflecting the growing role of social media in the communications industry.[3] The previous tagline, “Advocacy starts here,” was replaced as part of this change.[4]
In late 2021, Weber Shandwick announced the creation of The Weber Shandwick Collective, a global enterprise brand bringing together specialist creative, marketing, communications, and consulting firms. The announcement stated that the collective would formally launch in early 2022 and would include a new visual identity for both the enterprise brand and Weber Shandwick itself, with Weber Shandwick remaining the “hero” brand within the collective.[5]
The rebrand was developed by FutureBrand, which created a new visual identity system anchored on a bold “W” symbol.[6] The new branding was accompanied by the slogan “Talent individuel – Force collective” (Individual talent – Collective strength) in French markets.[7] Weber Shandwick’s EMEA CEO described the new logo and image as “fresher” and “more exciting” in an interview following the rebrand.[8]
Meaning and Symbolism
According to the designer’s description, the new identity is anchored on a “bold, attention-grabbing and uniquely quirky W symbol” that allows the brand expression to dial personality up or down depending on context.[6] The visual identity system was designed as a minimalist toolkit intended to provide maximum output across formal and informal applications.[6]
Brand asset data lists orange (hex #FF5E1F), black, and white as the brand’s primary colors.[9]
Typography and Design
Following the 2022 rebrand, the identity system was designed to be flexible, allowing the brand expression to “celebrate their client’s ambitions and successes through the lens of Weber’s expertise.”[6] The system was built as a minimalist toolkit that can be applied cohesively across global offices and client-facing materials.[6]
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