LIGHTING THE WAY
The challenge was to assert the new Burson brand as an industry leader in a crowded and complex communications landscape. We aimed to rekindle the renowned, leading and pioneering spirit of the brand’s heritage. How? By codifying a timeless story that would resonate with businesses seeking a global partner offering clear, distinctive communication solutions.

THE BIRTH OF BRILLIANCE
The project started with a timeless truth shared by Harold Burson, founding chairman of Burson-Marsteller, which later became BCW. He declared, “Public relations is fundamentally a problem-solving discipline.” Known as the “20th century’s most influential PR figure,” Burson lived this trailblazing mantra throughout his tenure.
        Like Harold Burson, we believe that problem solving is at the heart of communications. It’s the ability to see hidden opportunities and deliver brilliant, elegant communications strategies that deliver real impact. This led to the brand idea and expression ‘Simply Brilliant. Drawing inspiration from the power of light, we cut through to illuminate answers and reveal creative solutions.

CUT-THROUGH CREATIVE
With a ‘no BS, just brilliant’ tonality approach, we shaped the Burson brand to stand as a beacon of clarity. Its wordmark, crafted with sharp, 45-degree angles, mirrors its cut-through clarity approach to problem solving. We formed the brandmark from light and shadow, connecting seamlessly to the wordmark and reinforcing Burson’s commitment to clarity and brilliance. The brand palette is predominantly black and white - straightforward and unambiguous, with flashes of pure yellow to symbolise illumination and enlightenment.
        Photography plays a pivotal role in its visual identity. We use a direct flash style that amplifies and refreshes. To further capture the essence of the rebrand, Burson collaborated with Art Director Wynn Burson, Harold Burson’s grandson. His intimate understanding of the Burson legacy helped capture the brand’s place atop the industry his grandfather built.

BURSON’S BRILLIANCE
Burson stands out as the only global communications agency purpose built for a new era of value creation through reputation. It illuminates new opportunities to create lasting value for clients, using creative problem solving to deliver simple, clear, ingenious solutions.

ILLUMINATING SUCCESS
“Thinking about other agency rebrands – I don’t think we’ve seen this level of excitement and people are really keen” – PR Week Podcast
        “The new visual identity, inspired by the power of light to illuminate insights and reveal opportunity, reinforces the company’s commitment to counselling clients with bold creativity and advisory solutions” – Storyboard18