Wolff Olins

In short

Wolff Olins has worked where brand strategy meets business strategy since 1965. It gets the call when a company is repositioning itself fundamentally, not tidying its logo, and it ranks first on our rebranding list.

Its best-known work includes the London 2012 Olympic identity and the Uber brand identity. Google and The Met are also clients, and more recent projects range down to Blank Street, the coffee chain. The work runs from strategy through identity systems at global scale, for technology companies, cultural institutions and public bodies.

Best suited to companies changing their strategy that need the brand to carry the change. Engagements are large and the thinking leads the design, so a quick visual refresh on a small budget is the wrong brief.