Landor & Fitch, a specialist brand and design consultancy, has announced a significant rebranding and will now operate under the name 'Landor'. This change is part of a five-year strategy that has seen the company broaden its consulting, design and experience offerings.

Over the past half-decade, Landor has welcomed a number of industry leaders into its fold. These include sonic branding experts amp, workspace and architectural design specialists BDG, and motion design firm ManvsMachine. The company has also strengthened its consulting capabilities with a rapidly growing Brand Performance practice, expanded its retail experience offer through a 2020 merger with Fitch, and continued to enhance its brand-led employee experience offer.

The new brand identity, represented by the colour ultramarine, is inspired by the transformative power of water. It pays homage to the company's origins, as it was founded by Walter Landor on a ferry boat in San Francisco harbour.

"Over the last five years, our business has evolved, and our offer has expanded significantly. We’ve welcomed world-class specialists in sonic, motion and workspace design, and today, most importantly, we have come together as one team with a shared culture. United in our drive to make a positive difference," Jane Geraghty, Group Global CEO, said.

Teemu Suviala, Global Chief Creative Officer, echoed Geraghty's sentiments. "Our new brand charts an ambitious course for our future. We use our new brand colour, the ultramarine blue, to signal the redefining of the brand and design category," he said.

"Our design and expression capabilities are now unparalleled. For our own brand, we tapped into brilliant creative minds from around our network, just as we would do for our clients, to create a brand that comes to life in every facet - from visual and verbal to sonic and motion."