Deutsch Rebrand Embraces LA

Deutsch LA has officially rebranded to Deutsch, marking a new era for the ad agency. With the center of gravity shifting west — the agency had been bicoastal but its sister agency in NYC was sold off earlier this year by IPG — Deutsch’s long-time Los Angeles leaders are now the sole name bearers and stewards for the brand. To that point, a new visual identity inspired by the diversity and individuality of its home accompanies the rebrand.

 

 

 

Connected to the cultural tapestry that makes up the city, Deutsch’s new look and feel blends mixed-media, texture, color, language, code and art. Key brand elements include an LA logo that collapses into the name and unique AI-generated personal monikers that weave the agency’s logo together with the D for each employee. Each of the personalized logos represents LA’s culture, visuals, and entertainment.

 

 

From beach-y to bright and moody — each D is created by Deutsch’s Chief Design Officer Adhemas Batista to showcase employees’ personal interests and love for the city of LA. “Deutsch’s new visual identity nods to our past and connects us to the future with a common thread. The new logo and font boast fluidity from letter to letter, akin to the script and graffiti that fill the streets of Los Angeles. Deutsch’s new vibrant expression reminds us to stay flexible, optimistic, and to champion each other’s differences,” said Batista.