Central to the new identity will be a pen and ink drawing of a person reaching for the stars - underlining the agency founder's determination to work harder and aspire higher than other advertising company.
It draws heavily on Burnett's heritage and roots as the original 1935 logo depicts a single hand reaching for the stars. This insignia was joined by a second logo, the Leo signature, in 1997.
Burnett Asia-Pacific managing director, Richard Pinder, said the new corporate identity underlined the core brand of the agency. Referring to the agency's brand-building tool, the Brand Belief System, he said: "Most importantly, the new logo encapsulates the idea of belief; belief in any number of possibilities, belief in striving for the best. It is a metaphor for our agency today, which is committed to creating ideas that inspire enduring belief in our clients' brands."
Depicting an individual reaching for the stars, the new logo also symbolises an organisation serious about ideas that centre around a human bond. "It's all about what we as an agency are trying to do - to reach for the stars, with advertising that has humanity at its core," said Pinder.
