Differential Geometry

WPP’s activation and shopper agency has a new look and feel. Austyn Allison finds out why

- Austyn Allison

Geometry has rebranded. Previously Geometry Global, the WPP brand activation and shopper marketing agency now has a new look, feel and philosophy, which it rolled out globally last week.

Geometry Global was born five years ago when activation agencies G2 (part of Grey Group), OgilvyAction and JWTAction merged. The design of its previous logo included three dots to reflect this trinity, and Howard Smiedt, the agency’s chief creative officer for EMEA, says that visual identity “was a politically correct thing to do as the company started its way with heritage from the relationship to those companies”.

He adds: “We have moved away from … a defined, rigid representation of our past. And now we are moving into a more fluid, curved, organic identity that is representative of our future.”

He describes the new look as: “An iconic design, a unique and vital design language, beautifully implementable, varied and versatile. You’re going to see the versatility coming through, through a wonderful array of primary and secondary colours and also versatility in terms of how people can use that across different touch points, be it stationery, be it interior design in their offices.”

Sure enough, the new look has the appearance of curvy hieroglyphics. The font for the new wordmark (the way Geometry is written) has been designed from scratch, and the logo will be the lower-case ‘g’ from the agency’s name.