One of Nigeria’s leading IMC powerhouses, Yellow Brick Road, is geared to add a new phase to the marketing community as it unveils a new logo which reinforces the spirit to offer more than just adverting.
The new logo carries the name Yellow Brick Road and YBR, symbolizing that the two names are synonymous. It also carries the tornado and the Payoff “The Wizard of Us ” – a play on the “The Wizard of Us,” the movie which inspired its name
With the rebranding, the company aims to offer its esteemed clients more value than ever thereby shifting from being a service provider or an advertiser to a strategic partner that deploys full IMC strategy to help the client develop a robust brand building activities.
Speaking on the reason for the new logo, Kaliko Olowole, Managing Director said: “The new logo is a demonstration of our evolution beyond advertising.”
In the same vein, Nnenna Onyewuchi, Director of Strategy, added that “We have made quite a few internal changes and we wanted to mirror that in our corporate identity. We wanted the changes on the inside to be matched with the changes on the outside.”
Components Of The New Logo
Onyewuchi stated that the logo contains the tornado which is similar to the one in the movie ‘The Wizard of Oz’ and it represents the disruptive creative power of the agency. She explained further that the tornado in the new logo is different from the old one. “Whereas the old logo was looking the tornado face on, the new logo is looking the tornado from the top down. That is about us saying, it is the same company coming with a different perspective.”
Olowole added that the new logo is a more mature version of the previous one and it connotes that the agency is fully integrated and disruptive. It also helps solve the mystery of our naming convention
“For those not familiar with the origin of Yellow Brick Road and therefore inadvertently bastardize our name by referring to us as Yellow Bricks, Red Bricks, etc, we have simplified our name for them with an abbreviated option – YBR. However, we have also retained the original name because we realize that those who get Yellow Brick Road and its origin never forget us or our name
The agency has embarked on series of rebranding efforts in the past, from ZK Advertising to Yellow Brick Road and now YBR. The evolution has made the agency much bigger and stronger.
Revealing the rebranding effort that the agency has embarked in the past which resulted in name changes, Olowole stated, “The change of name symbolizes the evolution of the agency from what we call to YBR 3.0, it is an internal philosophy.
“YBR 1.0 best describes what we call ZK Advertising, the name of our agency when we came into the industry. When we rebranded from ZK Advertising to Yellow Brick Road that was YBR 2.0 and we came up with a new identity.“
Moving Into The Future
Speaking on its key offerings which now go beyond conventional advertising, Olowole emphasized, “We are going to start to play to our strengths, one of our strengths aside from creative development and that is the bedrock of what we do, is strategy and we are going to play to that strength and see how we can use that to increase our value offerings for our clients.
With a robust plan, the agency is ready to offer its clients’ world-class integrated marketing communication solutions. Interestingly, the agency has an array of high-profile brands like MTN, WAPIC, FirstBank, UNICEF amongst others in its portfolio that are leaders in their various markets.
On plans for partnership, Onyewuchi said, “Again, as we move forward developing robust content development, PR and others; we will be looking at partnering with providers that mirror our point of view, which is more effective, more innovative and more cost-effective.”