• by Richard Whitman , Columnist, December 11, 2018

WPP outlined transformation plans at its “investor day” meeting in London today.

Some of the plans you’ve no doubt heard about already, like the VML-Y&R and Wunderman-JWT mergers.

The firm has also spruced up its brand look with a new logo. It’s quite a change from the black block-lettered logo that’s been in place since, well, as long as I can remember. And I’ve been doing this for a while.

The new logo is a multicolored, impressionistic rendition of the WPP letters, which I have to say is rather eye-catching. And on screen it is in continuous motion, designed to convey the ever-changing, adaptable nature of the new WPP.

WPP brand firms Superunion and Landor collaborated to create the new identity.

The impressionistic dot design is meant to convey the “many parts that combine to form the whole — a representation of WPP’s people, agencies, capabilities and markets that work together as one for clients.”

Or, to put another way, it’s a new, cooler updated logo.

“We now have an evolved brand and expression of purpose that better reflects who we are as a company, our collective capabilities, and what we offer,” said Jane Geraghty global CEO, Landor. You could put it that way, too.