Ruder Finn is a full-service public relations agency established in 1948 in New York City and has grown to have over 15 offices globally. The company wanted a brand refresh that would bring it in line with its future goals while still retaining some of its heritage. An important part of that heritage was incorporating the original "F" symbol into the new logo, which was drawn by one of the co-founders on a bar napkin. The new wordmark brings together what used to feel like two completely separate elements. The organic flow of the "F" is also a reference to calligraphy which is a homage to Ruder Finn's large presence in Asia.

The Ruder Finn logo can be simplified to just "RF" and incorporate specific office locations or departments within the agency. The simplified wordmark is also ideal for certain digital and print applications where there isn't enough space for the full logo. A halftone library was also created which features designs that represent Ruder Finn's approach to communication and creative process. These halftone designs compliment the new logo to create an ownable secondary brand element that weaves through most branded materials.

My Role: Art Direction, Concept Development, Design, Web Design

Creative Direction: Constantine Frangos