Futurebrand’s Future Looks Fuzzy

Established in 1999, Futurebrand is a global brand consultancy — “built on an inimitable focus on innovation and the future” for added pizzaz in their own description — with 26 offices in 18 countries and is part of McCann Worldgroup. Most recently Futurebrand redesigned the American Airlines and Fiji Airways identities and were in charge of deploying the Look of the Games at the London Olympics. They first gained attention in 2003 when they redesigned the UPS logo. This week they introduced a new identity for themselves along with new positioning, “We are the creative future company.” Our word mark has been completely redesigned to offer a more conversational, human and approachable feel. We feel that this helps to visually articulate and define who we