After doing a major spring cleaning, FleishmanHillard unveiled its refreshed corporate brand recently which includes the launch of a digital media property. The agency is looking for the new brand to help communicate that the agency is now fully integrated communications company.
“Many years ago we recognized the changing communications environment and increasingly heard client demands for integrated solutions,” said Dave Senay, FleishmanHillard President and CEO. “Mostly under the radar, we reimagined and reinvented our business. We invested in nontraditional talent and new capabilities behind four significant growth areas driving our business today: the alignment of brand and reputation; analytics and insights; social enterprise; and strategic integration across paid, earned, shared and owned media channels.”
FleishmanHillard has unveiling a new brand platform, tagline and logo. “Having evolved, and with a new story to tell, we needed our brand – a brand that had not been touched since 1990 – to catch up,” said Stephanie Marchesi, FleishmanHillard Chief Marketing Officer. Believing that brands are revealed and not invented, the firm looked closely at itself, conducting more than 100 one-on-one interviews with employees, clients and industry observers. They found that three significant factors – who the firm is at its core, how the world has changed, and new client demands – intersected at one word: True.
The logo unites the names of both founders – Fleishman and Hillard – on one line to reflect the heritage of the firm and the originators of modern public relations. FleishmanHillard also added to its logo an iconic mark that complements the logo but also symbolizes the transformation of the firm. The vertical bars tell the story of a firm deeply rooted in the industry sectors and communications capabilities most important to clients. The horizontal bars represent FleishmanHillard’s ability to innovate, integrate and redefine the boundaries of traditional public relations.
They have also launched FleishmanHillard TRUE – a digital magazine which will offer content written by professionals from business, academia, consulting and other disciplines to share their insights on new realities, challenges and opportunities that exist at the intersection of marketing, communications and media.