• by Fern Siegel , February 18, 2022

Omnicom brand consultancy Wolff Olins has created a rebrand for The Economist Group.

The new brand architecture and design gives a distinct look to The Economist Group’s B2B offerings. At the same time, it maintains a link to The Economist magazine.

From a strategy perspective, the agency distilled 50+ brands into four: Economist Intelligence (data, forecasting and analysis), Economist Impact (policy, research, content and events), Economist Education (executive education), and The Economist.

The design utilizes the simple 2X1 geometry of The Economist logo to create a “red thread” theme between the different brands.

Based in London and catering to a global readership and client base, the four brands have a shared mission and brand narrative. They apply specific principles — rigor, integrity, clarity and wit — yet serve different audiences.

Kim Miller, Chief Marketing Officer, The Economist Group, said the agency “deeply understood the DNA of The Economist, our unique businesses and the need to bring our brands to life in a different way.”