GroupM's Essence undergoes a brand refresh

GroupM’s data and measurement-driven agency Essence has announced a brand refresh, teaming up with design studio Ueno to create a modern brand experience that communicates the agency’s leadership role in the industry. It last refreshed its brand identity five years ago.

The brand refresh includes a modernised wordmark, new fonts, and a bold colour palette in the updated essenceglobal.com website, designed to make the agency’s perspective, expertise, and capabilities easy to understand for everyone, from expert practitioners to people who are simply interested in the evolving role of data in the rapidly changing marketing industry.

The new logo is a relatively simple evolution from the previous Essence wordmarks. It’s still a lowercase presentation of ‘essence,’ but utilises a descending font to convey the meaning in its name; specifically the ability to help clients get to the simplest, efficient and most effective articulation of an idea.

The agency’s new style guide has utilised five colours, with a new primary brand colour: International Orange, a mix of both red and orange. Originating out of the aerospace industry, International Orange was developed to set objects apart from their surroundings. For Essence, it distinguishes the agency in the marketplace while conveying the energy, positivity, and optimism it brings to the table.

The font style symbolises the agency’s data-centric business with an editorially led verbal identity with a more conversational tone. The font styles are robust serif Cambon (from General Type Studio) with the rational and clear Sharp Sans (by Sharp Type Foundry). Both fonts are strong independently and even better together.

The rebranded website seeks to create clarity out of complexity for users, convey Essence’s disruptive influence in the industry, evoke the balance between ideas and data at the heart of everything it does, and represent the agency’s willingness to constantly learn and improve. Functionally, the site’s design ensures its services are clearly articulated and the perspectives, news, and people that demonstrate what makes Essence special are easy to find.

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