PadillaCRT reveals new logo, positioning

PadillaCRT unveiled its new brand identity on Monday, including a revamped logo and social media channels, a half-year after acquiring CRT/tanaka.

MINNEAPOLIS: PadillaCRT unveiled its new brand identity on Monday, including a revamped logo and social media channels, a half-year after acquiring CRT/tanaka.

As part of the initiative, PadillaCRT has rolled out a redesigned logo, social channels, and website, which has more visual elements than previous editions.

The new look and feel represents a “more modern and contemporary agency,” said Lynn Casey, chair and CEO of the agency.

“In the past, the Padilla site has been quite corporate and understated, so as we march into the new world and work across functional lines and offer holistic offerings to different buyers, we have finally grown into our full potential,” she explained.

Padilla/CRT is supporting the launch with email marketing and social media activity. It unveiled the branding internally last week.

The agency has also developed a brand manifesto with the goal of challenging employees to understand clients' purpose and deliver measurable results.

The firm's internal creative team developed the brand identity based on insights collected by its research group and brand planners.

While the rebranding is a result of its purchase of CRT/tanaka last year, Casey said she would have considered doing one anyway.

“I believe that how we as PR agencies are perceived in general in the marketplace is lagging behind what many of us have evolved into over the last several years, both in how we approach clients and deliver those solutions,” she said.

A number of agencies have rebranded or created campaigns to emphasize their revamped services in the past two years. For instance, Peppercom added another “m” to its name in October 2012 to become Peppercomm, while FleishmanHillard dropped the dash from its brand last April.  

Other firms, such as Edelman and Weber Shandwick, have launched initiatives to show how they have transformed as agencies.

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