Inside Wolff Olins new branding . Here, Wayne Deakin, global creative principal at Wolff Olins, explains how they addressed the challenge

Wolff Olins is a global brand consultancy that’s ambitious for the work and optimistic for the world. We’re here to help our clients defy convention, redefine expectations and ignite positive change.

Archive. There’s a lot more where that came from. Take a tour through our more than 60 years of transforming brands from cultural institutions to consumer goods, pharma to farming, startups to stalwarts.

Global CEO Sairah Ashman shares more on the evolution of Wolff Olins as we welcome the new era of brand. We wrote the playbook for creating transformative brands nearly 60 years ago and have been evolving it ever since.

Wolff Olins consulted with an equine expert to ensure representation of the semiotics and accurate stylised anatomy of Cancara in the evolution of the logo; allowing the horse to move and become a more interactive and integrated element.

Implementing the new designs and strategy across 80+ countries is the real test,” said Dan Henessey, International Creative Director at Uber. “Wolff Olins partnered with us to deliver brand trainings and build a creative review process—not only to ensure brand consistency, but to elevate the final creative output to new heights.”

Instacart had been growing continuously since 2012, leading the grocery technology space in the US and Canada and making waves as a rising star of Silicon Valley.

“Wolff Olins has helped the entire team here at NYBG more clearly articulate our vision for the future, and in turn will allow the institution to more effectively reach a broader and more diverse range of Visitors and Learners, both on-site and online.

“Wolff Olins don’t just turn up to play the game. They change the game.” Barbara Martin Coppola, CEO, Decathlon

We create transformative brands that move organisations, people and the world forward.