Ad Council Gets ‘Most Extensive’ Rebrand After 75 Years As America’s PSA Agency
The Ad Council—America’s leading nonprofit for public service announcements (PSAs)—has just unveiled its most prominent rebrand in its history of 75 years.
Since 1942, the organization has worked with the US government and advertising consultancies to create some of the most memorable campaigns for social causes, such as the 1947 wildfire prevention icon, ‘Smokey Bear’, and 2015’s ‘Love Has No Labels’ movement.
Now that it’s picking up more collaborations with corporate brands that are passionate about social change, the Ad Council has sought a redirection in its identity with the help of agency Superunion.
“While so much has changed in the last 75 years, the Ad Council is—and will always be—where creativity and causes converge at scale,” described Lisa Sherman, President and CEO of the Ad Council.
“Our entire industry has embraced purpose-driven marketing like never before, knowing that together we can accomplish much more than we ever could alone. That means millions of lives touched and millions of lives saved.”
The rebrand includes the Ad Council’s first logo redesign in almost 50 years. Here, the previous wordmark’s ligatures have been dropped in favor for a cleaner and more contemporary typeface.
To replace the old capitalized logo, Superunion has stylized “Ad” in lowercase and “Council” in full caps. The text is then fitted in a simple square framing that the firm says would bring “accessible, compassionate” vibes to its personality.
Lastly, the transition to the color gray indicates the brand’s neutrality, heritage, as well as the overarching sobriety of its campaigns.
“Superunion modernized the logo and built a comprehensive visual identity system that honored the Ad Council’s heritage and prepared it for growth,” said Sabah Ashraf, CEO of Superunion in North America.
“We also defined the brand voice, resulting in a powerfulend result is a holistic brand experience that brings to life the Ad Council’s true impact on American lives.”
Images via Logopedia and Ad Council
[via Fast Company, images via various sources]