Landor & Fitch rebranded ‘Landor’ following expansions

The WPP-owned firm has ventured through acquisitions in recent years into sonic branding (amp), workspace and architectural design (BDG) and motion design (ManvsMachine). In addition to adopting a new ultramarine identity, the global brand specialist has ditched the word ‘Fitch’ from its name, which referenced its 2020 merger.

With Landor having been founded by Walter Landor on a ferry boat in San Francisco in 1941, the company’s revised identity is inspired by the transformative power of water. The move falls in line with the bolstering of its consulting capabilities, as seen through its extension into retail experiences and brand-led employee experiences.

Jane Geraghty, Landor group global CEO, says, “Over the last five years, our business has evolved, and our offer has expanded significantly. We’ve welcomed world-class specialists in sonic, motion and workspace design, and today, most importantly, we have come together as one team with a shared culture. United in our drive to make a positive difference.”

Teemu Suviala, Landor global chief creative officer, adds, “Our new brand charts an ambitious course for our future. We use our new brand colour, the ultramarine blue, to signal the redefining of the brand and design category. Our design and expression capabilities are now unparalleled. For our own brand, we tapped into brilliant creative minds from around our network, just as we would do for our clients, to create a brand that comes to life in every facet – from visual and verbal to sonic and motion.”