WPP AUNZ’s Ikon Communications Rebrands

WPP AUNZ’s integrated communications agency, Ikon Communications has rebranded to include a distinctive new brand identity and new strategic positioning. The rebranding was created by fellow WPP AUNZ branding agency, Landor.

Lesley Edwards, CEO Ikon Communications said the old identity no longer reflected who Ikon was and the agency needed a bold new identity for the future which mirrored rapid growth, ambition and an unwavering desire to transform client’s brands into Aussie icons. She added that it was also very important for any new brand identity to still reflect the 20-year Australian heritage of the iconic agency.

Edwards said: “We are now in Ikon’s 20th year and we recognised the need to revitalise our brand so that it better reflects who we are and how we come together to deliver our purpose. Ikon has a strong reputation for challenging conventional thinking which extends to our commitment to put our clients first and provide them with the ability to achieve their full potential. Our brief to Landor was to consider our key proposition and represent our core values in our new brand identity. I believe they have achieved this and we are delighted with our new look."

Landor developed an identity matching the dynamism and flexibility of Ikon and its people. 

Far from a rigid wordmark on a page, the nine shapes that make up the logo are used as an integral part of the identity – each element representing one of the agency’s capabilities. Together they make up Ikon; but used individually they showcase the agency’s unique offer – from strategy to digital and technology; and from creative and social to channel planning and dynamic trading. 

Matty Johnson, creative director at Landor said: “Working with a sister WPP agency was a real pleasure and a collaboration in the truest sense. Together we built a bold brand around the 9 core areas of Ikon’s business, and the idea that Ikon flex to the clients’ needs rather than offering one process to fit all.

“The new brand will give Ikon and its employees the ability to reflect their expertise, skills and client first approach across everything they do. With a simple set of rules to keep the brand simple, yet flexible - any touch point will always be authentically Ikon.”

The rebrand also coincides with the launch of Ikon’s proprietary strategic planning product, Lexikon, that allows clients to better understand the impact of media investment on brand metrics.  Lexikon is underpinned by a proprietary database of brand data for over 50 major Australian brands and will be further expanded throughout 2019. 

Edwards said: “We don’t have a one size fits all agency structure, Ikon is a flexible system and the agency and even  its proprietary tools are designed to suit our clients’ needs, not ours.  We always seek to find better ways to give our clients a competitive edge and we believe we have created a new identity which clearly reflects this.”