Established in 1968 in Boston, Hill Holliday — a member of the Interpublic Group conglomerate — is an advertising agency with over 850 employees across three offices in Boston, New York, and Greenville. Their clients include Dunkin’ Donuts, CIGNA, Major League Baseball, Toys R Us, and more. Recently, they introduced a new identity for themselves designed in-house.
While the structure of the logo remains the same, the coating of the new one is far more laborious and glossy. This execution is far from my favorite but for some reason it feels appropriate for a high-profile ad agency that appears to be having fun with what they do. The 3D rendering, and black-and-white contrast helps the “HH” monogram read better than before although in application it changes to a single white color version that doesn’t manage to translate quite well. I would have left the previous typography alone as the slightly expanded font and looser tracking worked better. The animations, above, work quite nicely; the one with the buildings is my favorite.
The rest of the identity is something we’ve seen before but that somehow always ends up being a crowd pleaser: big, bold, black-and-white Helvetica-set witticisms on everyday objects and/or emblazoned on walls. Far from original but great to get employees excited and proud about where they work. Overall, it’s fine but it would have been better to get a new take on both of these tropes — the glossy logo and the clever-copy-in-stark-typography — especially coming from a creative agency.
A few more applications can be found here.
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