Spinning Wheels

Mindshare, the media company formed by the 1997 merger of the media departments of JWT and Ogilvy & Mather, has rebranded as part of a global restructuring at WPP. This re-engineering of the brand involves a complete remake of the identity, save the retention of the color purple. Even the name itself has seen a shift in the reduction of the letter “S.” The redesign was developed in partnership with Moving Brands, who explain that “The symbol has been created to reflect the structure and form of Mindshare’s business. It shows two forms coming together to create a new, strong form reflecting Mindshare’s partnerships with clients, suppliers and other agencies.” You can read a bit more about the rebrand on Mindshare’s web site. While the typography