BBH, the globally renowned creative agency, has embarked on its first comprehensive visual overhaul in 44 years, a significant undertaking that redefines its identity through three bespoke typefaces and a dynamic system of "zag" glyphs, developed in collaboration with London-based Studio Drama. This extensive rebrand, a testament to the agency’s enduring philosophy, marks a pivotal moment in its rich history, signaling a refreshed commitment to its founding principles while embracing the demands of the contemporary creative landscape.
Founded in 1982 by advertising titans John Bartle, Sir Nigel Bogle, and Sir John Hegarty, BBH quickly distinguished itself with a provocative and unconventional ethos encapsulated in the mantra: "When the world zigs, zag." This defiant philosophy not only shaped the agency’s groundbreaking campaigns for clients ranging from Levi’s to Audi but also cultivated a culture of challenging the status quo. For over four decades, this core belief has been the bedrock of BBH’s success, guiding its strategic thinking and creative output without a significant update to its own visual brand identity. The recent rebrand, therefore, is not merely an aesthetic refresh but a profound exercise in distilling and visually manifesting the very essence of what BBH stands for, now and into the future. The project, meticulously crafted over two years, integrates a comprehensive design system that includes custom typography, an expansive library of zag-inspired graphic elements, and an in-house developed motion language, ensuring consistency and dynamism across all touchpoints.
A Legacy Reimagined: BBH’s Enduring Influence and the Catalyst for Change
The advertising industry, a dynamic and often volatile sector, has witnessed profound transformations since BBH’s inception. In 1982, the landscape was dominated by traditional media – television, print, and radio – with creative agencies serving as the primary architects of brand narratives. BBH emerged during a period of burgeoning creativity in British advertising, quickly establishing itself as a powerhouse through iconic campaigns that defied conventional wisdom. Their work for Levi’s, including the legendary "Launderette" commercial, not only cemented the brand’s cool factor but also redefined fashion advertising. Similarly, their contributions to brands like Audi and British Airways underscored a commitment to strategic insight paired with audacious creativity. This track record positioned BBH as a formidable force, consistently ranking among the top creative agencies globally.
However, the passage of 44 years has brought unprecedented shifts. The advent of the internet, the rise of digital platforms, social media, and the proliferation of content channels have fragmented audiences and revolutionized how brands connect with consumers. In this hyper-competitive environment, where global advertising spend is projected to reach over $700 billion annually, maintaining relevance and a distinct identity is paramount for agencies. While BBH’s "zag" philosophy has proven remarkably resilient, its visual manifestation had remained largely unchanged, a static representation in an increasingly fluid world. The decision to undertake such a significant rebrand after nearly half a century reflects a strategic imperative: to modernize its visual language, ensuring it speaks effectively to contemporary audiences and future clients, without losing sight of the rebellious spirit that defines its heritage.
Global Chief Creative Officer, Anthony Austin, commented on the significance of the undertaking, stating, "Our ‘zag’ mantra has been our North Star for over four decades, guiding us to create work that stands apart. This rebrand is about translating that spirit into a visual language that feels as bold and relevant today as our philosophy did in 1982. It’s a declaration of who we are and who we aspire to be for the next generation of brands."
Crafting a New Visual Language: The Collaboration with Studio Drama
The scale and depth of this identity project underscore the gravity with which BBH approached the challenge of designing for itself. Recognizing the intricate balance between honoring its past and forging a path forward, BBH engaged in a close collaboration with Studio Drama, a highly regarded London-based type studio known for its expertise in bespoke typography, including the distinctive typeface developed for Heinz. The two-year development process was a testament to the meticulous attention to detail and strategic foresight invested in the rebrand.
Adam Buckland, Design Director at BBH, played a pivotal role in guiding this extensive process. He emphasized that the development of the typefaces was not merely a superficial exercise in aesthetics but a deeper exploration and extension of the agency’s core values. "We treated the typeface development as an integral part of understanding and articulating our identity," Buckland explained. "Every curve, every weight, every character was debated and refined to ensure it genuinely embodied the BBH spirit. It wasn’t about making things ‘pretty’; it was about giving our values a voice, a visual form that could resonate globally."
Studio Drama, co-founded by Chris Nott and Paul Hickson, brought a specialized skill set to the project. Their methodology often involves a deep dive into a client’s history, culture, and aspirations to create typography that is not just functional but inherently expressive. Chris Nott, co-founder and Type Director at Studio Drama, described the partnership as a "true collaboration," one that pushed both parties beyond conventional boundaries. "Working with BBH was unique because their brand philosophy is so strong and so deeply ingrained," Nott stated. "Our challenge was to take ‘zag’ – an abstract concept of defiance and distinctiveness – and translate it into tangible, usable typefaces that could carry that weight. It required constant dialogue, experimentation, and a shared commitment to building something that respected heritage while leaving ample room for innovation and future expression." The extensive timeline allowed for iterative design, rigorous testing across various media, and a comprehensive approach to creating a future-proof visual system.
Typefaces as Tributes: Honoring the Founders
A central and deeply symbolic element of the BBH rebrand is the creation of three bespoke typefaces, each meticulously designed to pay tribute to one of the agency’s iconic founders: John Bartle, Sir Nigel Bogle, and Sir John Hegarty. This approach imbues the typographic system with historical reverence and a narrative depth that extends beyond mere functionality.
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BBH Bartle: Designed for clarity and impact, BBH Bartle features broad, confident letterforms that project a sense of authority and straightforwardness. This typeface is intended to reflect John Bartle’s reputation for strategic acumen and his direct, no-nonsense approach to problem-solving. It embodies the analytical rigor and clarity of thought that Bartle brought to the agency, ensuring that BBH’s messaging is always precise and impactful. Its robust structure provides a solid foundation for the agency’s communication, reflecting Bartle’s role in building the agency’s formidable strategic capabilities.
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BBH Bogle: This typeface echoes the heavier pen strokes and grounded presence of the original BBH logo, anchoring the new identity firmly in its historical roots. BBH Bogle is designed to convey stability, experience, and the gravitas associated with Sir Nigel Bogle’s steady leadership and business acumen. It provides a sense of continuity and tradition, reminding observers of the enduring legacy upon which the agency is built. The robustness of its design ensures that the agency’s historical impact remains a palpable presence within its modern identity.
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BBH Hegarty: The most unconventional and expressive of the trio, BBH Hegarty embodies the "zany spirit" and creative daring that Sir John Hegarty famously championed. This typeface breaks free from traditional constraints, featuring distinctive quirks and an adventurous spirit that reflects Hegarty’s legendary status as a creative visionary. It’s designed to capture the provocative and imaginative essence that has driven so many of BBH’s iconic campaigns, allowing for moments of playful disruption and unexpected visual flair. Hegarty’s typeface is a direct manifestation of the "zag" philosophy, a reminder that true creativity often lies in diverging from the expected.
The deliberate choice to create typefaces that embody the founders’ individual contributions is a powerful statement about BBH’s values – recognizing the people and philosophies that built the agency while simultaneously evolving its visual language. Chris Nott reiterated, "This wasn’t just about creating fonts; it was about capturing personalities and philosophies in typographic form. It adds a layer of narrative richness that makes the identity incredibly compelling."
The Philosophy in Practice: Open Source and Authenticity
Beyond its aesthetic appeal, the BBH rebrand carries significant philosophical weight, particularly through the decision to release its bespoke typefaces as open source. This move is not merely a technical choice but a powerful articulation of the agency’s ethos and a strategic play in the broader design and advertising community. Felipe Serradourada Guimarães, Executive Creative Director (ECD) at BBH, succinctly framed the rebrand’s deeper purpose: "This wasn’t an exercise in making things look pretty – it was about channeling the agency’s values with charm and teeth."
By making its proprietary typefaces freely available to the world, BBH demonstrates a profound commitment to its "zag" philosophy. In an industry often characterized by proprietary assets and guarded intellectual property, open-sourcing its core visual identity elements is a bold departure. It challenges the conventional model, inviting other designers, creatives, and even competitors to engage with and utilize a piece of BBH’s brand DNA. This decision serves multiple strategic functions:
- Community Engagement: It fosters goodwill within the global design community, positioning BBH as a forward-thinking entity that contributes to the collective creative commons.
- Brand Amplification: Every use of the BBH typefaces, whether by a student project or another agency, implicitly spreads the BBH brand and its associated values, extending its reach far beyond traditional advertising campaigns.
- Authenticity and Transparency: In an era where brands are increasingly scrutinized for authenticity, this move signals a transparent and confident approach. It suggests that BBH’s values are so robust they can withstand public scrutiny and even flourish through open sharing.
- Demonstrating the "Zag": The act itself embodies the "When the world zigs, zag" mantra. While others might guard their assets, BBH chooses to share, proving its commitment to unconventional thinking.
This progressive stance not only reinforces BBH’s brand message internally and externally but also subtly positions the agency as a thought leader in design and open innovation. It’s a powerful statement that goes beyond superficial branding, demonstrating a deep-seated belief in the power of shared creativity and a willingness to lead by example in challenging industry norms.
Dynamic Identity: Zag Glyphs and the Language of Motion
The BBH rebrand extends beyond static typography, introducing a dynamic system of "zag"-inspired glyphs and a comprehensive motion language designed to bring the identity to life across various platforms. This multi-faceted approach acknowledges the pervasive role of digital and animated content in contemporary communication, ensuring the brand maintains its distinctiveness in motion as well as in print.
The series of zag-inspired glyphs serves as a flexible library of visual assets, each symbolic of key BBH projects and milestones. These abstract yet recognizable forms are designed to be adaptable and highly expressive. 3D designer Sophie Harper was instrumental in translating the abstract "zag" shape into physical forms, creating what she termed "flexible, ownable brand assets." Harper’s work involved rendering these glyphs in various textures and contexts, creating pieces that resonate with British cultural memory while remaining distinctly contemporary. For instance, a "zag" rendered as a melted Tesco shopping trolley not only references a past campaign but also evokes a familiar everyday object in an unexpected, artful way. Similarly, a "zag" shaped like a Magnum ice cream bar connects the brand to another iconic client, demonstrating how the abstract form can become a versatile canvas for storytelling. These glyphs are not just decorative; they are mnemonic devices, instantly recognizable symbols that can evoke BBH’s diverse portfolio and its characteristic wit.
Complementing the static and 3D glyphs is a sophisticated motion language, meticulously developed in-house by motion lead Oded Shein using industry-standard tools like Cavalry and After Effects. Shein’s objective was to create a movement system that was both expressive and consistent, ensuring that every animated gesture within the BBH identity has a clear rationale. The motion language dictates how type moves, how glyphs interact, and how transitions occur, ranging from fluid and elegant movements to sharp, zag-inspired shifts. This system incorporates "weight morphs" and "dynamic curves" that maintain a high level of energy and visual interest without ever losing control or coherence.
"The goal was to make the BBH brand feel alive," Shein explained. "In a digital-first world, motion is as critical as typography. Our motion language ensures that whether you see the BBH brand on a social media feed, a website, or a broadcast commercial, it communicates the same energy, the same defiance, and the same quality. It’s about bringing the ‘zag’ to life through movement." The result is a BBH rebrand that functions with equal conviction and impact across still imagery, print collateral, and all forms of digital and screen-based media, ensuring a cohesive and compelling brand experience in every context. This comprehensive approach to identity, integrating type, static graphics, 3D elements, and motion, positions BBH at the forefront of modern brand design.
Strategic Implications: Reinforcing Brand Values and Market Position
The BBH rebrand, as a two-year project involving multiple teams and significant investment, is more than an aesthetic upgrade; it is a clear strategic statement of what BBH stands for now and going forward. Its implications resonate across several critical areas:
- Reinforced Brand Identity: By deeply embedding its "When the world zigs, zag" philosophy into every visual element, BBH reaffirms its core identity. This clarity is crucial in a crowded market where agencies often struggle to differentiate themselves. The new identity acts as a constant reminder of BBH’s unique approach and commitment to unconventional thinking.
- Client Perception and Acquisition: For prospective clients, the rebrand signals a modern, forward-thinking agency that understands the complexities of contemporary branding. The sophisticated design, bespoke typefaces, and dynamic motion language project an image of creativity, innovation, and attention to detail—qualities highly sought after in creative partners. It suggests that if BBH can brand itself so effectively and thoughtfully, it can do the same for its clients.
- Competitive Advantage: In an industry where agencies frequently rebrand to stay relevant, BBH’s comprehensive and deeply philosophical approach sets a new benchmark. The open-source typefaces, in particular, provide a unique differentiator that speaks to generosity and confidence, contrasting with competitors who might adopt more conventional, proprietary strategies.
- Employee Engagement and Culture: For existing employees, the rebrand serves as a renewed source of pride and a tangible representation of the agency’s values. It can foster a stronger sense of belonging and mission, reminding everyone of the unique culture they are part of. For recruitment, it showcases BBH as an innovative and inspiring place to work, attracting top talent in design and creative fields.
- Adaptability for the Future: The modular nature of the identity system—with its diverse typefaces, extensive glyph library, and defined motion language—ensures its adaptability across emerging technologies and platforms. This future-proofing is essential for an agency operating in an industry characterized by rapid technological evolution.
Industry analysts suggest that such a deep and well-executed rebrand can significantly impact an agency’s market valuation and perceived leadership. "In an age where digital presence is everything, an agency’s own brand identity becomes its most powerful calling card," observed Sarah Jenkins, a branding consultant specializing in the creative sector. "BBH’s decision to weave its entire philosophy into its visual identity, and then open-source part of it, is a masterstroke. It’s not just design; it’s a statement of confidence and a challenge to the industry norms."
Industry Resonance: A Model for Creative Agencies
The BBH rebrand is poised to resonate widely within the creative industry, potentially serving as a model for other agencies contemplating their own identity evolutions. It highlights several key lessons:
- Authenticity Over Superficiality: The project’s emphasis on channeling core values rather than just "making things look pretty" underscores the importance of authenticity in branding. A truly effective rebrand must be rooted in an organization’s fundamental beliefs and history.
- The Power of Bespoke Design: In a world saturated with generic visual templates, bespoke typefaces and unique graphic systems offer a powerful way for brands to differentiate themselves and convey a distinct personality.
- Comprehensive Systems for Digital Dominance: The integration of motion language and 3D elements within the identity system reflects a necessary understanding of the digital-first landscape. Modern brands must be designed to thrive across all media, from static print to dynamic screens.
- Strategic Philanthropy through Open Source: The open-source release of the typefaces demonstrates how strategic generosity can amplify a brand’s reach and reinforce its values in a highly impactful way.
As creative agencies navigate an increasingly complex and competitive global market, the BBH rebrand offers a compelling case study in how to maintain relevance, honor heritage, and project a forward-looking vision. It illustrates that a significant anniversary or milestone can be a powerful impetus for introspection and reinvention, transforming an agency’s visual identity into a dynamic and living embodiment of its enduring philosophy.
Looking Ahead: BBH’s Continued Journey
With its refreshed visual identity, BBH is poised to continue its journey of challenging conventions and setting new creative benchmarks. The rebrand is not an end point but a new beginning, providing a robust and flexible framework for the agency’s future expressions. The "zag" philosophy, now visually manifested with unprecedented depth and dynamism, will continue to guide BBH in its mission to create impactful, memorable work for its clients. As the world continues to zig, BBH, with its newly articulated visual language, stands ready to zag with even greater conviction and charm, reaffirming its place as a creative powerhouse for decades to come. More detailed insights into the project, including design process and applications, can be found on platforms like It’s Nice That, offering further testament to the depth and impact of this landmark rebranding initiative.