Wunderman "Be Great" Logo

Each year, Wunderman Minneapolis created a logo that embodies the company's internal culture and commitment to embrace new client challenges with innovation. The theme for 2019 was Courage to Change, because we adapt, invent and re-invent every day to meet our client's evolving needs. There were 3 art directors competing to design a logo that would best represent this theme. Both the leadership and design teams felt that this logo embodies that courage.

The intertwining lines represent Wunderman and our clients, on a journey—overlapping, diverting and coming together to create the next great thing. Below is a shirt design that was gifted to the Wunderman Minneapolis team members.
This was the seventh year of a Be Great logo for Wunderman and for this one I thought it would be clever to remove the "a" from "Wunderman" to represent our local Minnesota office as "WUNDERMN", as a play on our state abbreviation. Below are mock-ups of merchandise gift ideas for the agency to distribute to the employees at the holiday team party.
The 2019 Be Great logo won a Bronze award for the category of Brand Elements as a 2020 entry in The Show hosted by AdFed and was also featured in the MPLS Egotist.
This is an animation I art directed which was built by Keldon Ancheta of 40K Studios. It was used for various internal purposes as well as an intro for client facing presentations.
Below are the 3 alternate options that I created and proposed for the Be Great logo. Click on each image to read what inspired each of these designs.
The intertwining lines represent Wunderman and our clients, on a journey–overlapping, diverting and coming together to create the next great thing.
The intertwining lines represent Wunderman and our clients, on a journey–overlapping, diverting and coming together to create the next great thing.
The Delta symbol is known as a mathematical symbol for change and is represented here as the triangle. There is a change in the orientation of the letters–some upside-down and some backwards. The triangles form peaks and valley's as well as sharp teeth which in this case represent our courage to climb and get in the thick of it.
The Delta symbol is known as a mathematical symbol for change and is represented here as the triangle. There is a change in the orientation of the letters–some upside-down and some backwards. The triangles form peaks and valley's as well as sharp teeth which in this case represent our courage to climb and get in the thick of it.
In almost every part of the world, the dragonfly symbolizes change, transformation, adaptability, and self-realization. The change that is often referred to has its source in mental and emotional maturity and understand the deeper meaning of life. The dragonfly's swift flight and its ability to move in all six directions radiate a sense of power and poise–something that only comes with age and experience.
In almost every part of the world, the dragonfly symbolizes change, transformation, adaptability, and self-realization. The change that is often referred to has its source in mental and emotional maturity and understand the deeper meaning of life. The dragonfly's swift flight and its ability to move in all six directions radiate a sense of power and poise–something that only comes with age and experience.
Here are some of the preliminary explorations before the final solutions started to come to life.
As with most design projects I usually start by sketching out some of my thoughts.
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