On August 5, 1935, when Leo Burnett Company opened its doors to clients in Michigan Avenue, Chicago, visitors were greeted with a large bowl of the red apples, and the sight of a single hand reaching for the stars. And ever since, these have been two of the most distinguishing features of the agency. The latter, the agency's corporate logo, was symbolic of one of Leo Burnett's sayings: "If you reach for the stars, you may not quite get one, but you won't come up with a handful of mud either."
That logo has just had a makeover of sorts.
Commemorating its 67th anniversary this year, Leo Burnett Worldwide unveiled a new corporate identity this August. The new identity is essentially a minimalist pen-and-ink drawing of a person reaching towards three stars. The new logo, which has just been rolled out across the Asia Pacific region, was also unveiled in India late last week, to coincide with the agency shifting its Mumbai and corporate office from Kemp's Corner to Parel in Mumbai. Incidentally, this is the first time that the agency has moved office (within Mumbai) since the erstwhile Chaitra Advertising first set up shop in 1972.
Interestingly, the new logo is the third to be used by the agency. In 1997, the agency began using the 'Leo Burnett signature' as one of its corporate identities, along with the original 'hand reaching for the stars' logo. However, with the creation of the new identity, the 'signature' logo will cease to be in use.
Speaking on the occasion, Richard Pinder, regional managing director - Asia, Leo Burnett Worldwide, said, "The new logo encapsulates the idea of Belief: belief in any number of possibilities, belief in striving for the best. It is a metaphor for our agency today, an agency committed to creating ideas that inspire enduring belief in our client's brands. The individual on the new logo also symbolizes an organization serious about ideas that centre around a human bond." © 2002 agencyfaqs!