World Library  
Flag as Inappropriate
Email this Article

Wolff Olins

Article Id: WHEBN0010810050
Reproduction Date:

Title: Wolff Olins  
Author: World Heritage Encyclopedia
Language: English
Subject: Tate, PricewaterhouseCoopers, 2012 Summer Paralympics, Charles Dillon (designer), Colin Banks
Collection: Branding Companies, Companies Established in 1965
Publisher: World Heritage Encyclopedia

Wolff Olins

Wolff Olins
Type Wholly Owned Subsidiary
Industry Brand consultancy
Founded London 1965 (1965)
Founders Michael Wolff
Wally Olins
Headquarters London
New York City
San Francisco
Key people Brian Boylan (Chairman)
Ije Nwokorie (Chief Executive Officer)
Employees 150
Parent Omnicom Group

Wolff Olins is a brand consultancy, based in London, New York City and Dubai and San Francisco. Founded in 1965, it now employs 150 designers, strategists and account managers, and has been part of the Omnicom Group since 2001.

The company specialises in creating positive social impact for clients, developing brand experiences, creatively led business strategies, and visual identity systems and has worked in sectors including Technology, Culture, Retail, Energy & Utilities, Media, and Non-profit.[1][2]

In 2012, the London 2012 brand, which was developed by Wolff Olins in 2007, was included in Extraordinary Stories about Ordinary Things, an exhibition of design that has shaped the modern world at The Design Museum in London.[3]

Also in 2012 the Orange and London 2012 brands were included in a retrospective examining design from 1948 - 2012 at the V&A in London.[4]

In 2012, the firm was recognised by The Sunday Times as being one of the Best Small Companies to work for and by Ad Age as one of the Best Places to Work in media and marketing.[5]


  • History 1
  • Work 2
  • References 3
  • External links 4


Wolff Olins was founded in Camden Town, London, in 1965 by designer Michael Wolff and advertising executive Wally Olins. Wolff left the business in 1983, and Olins in 2001, Wolff is still active in the field of branding, and Olins died April 14, 2014. Over the years, Wolff Olins has opened offices in Hamburg, Paris, San Francisco, Madrid and Lisbon, all of which subsequently closed. In 1998, the company opened an office in New York, and ten years later in Dubai.

In 2002, Wolff Olins was selected by the British Library as a subject of their National Life Stories oral history project.[6]


From 1965 to the early 1990s, Wolff Olins developed corporate identities for various large European companies. During this time Olins published The Corporate Personality (1978) and Corporate Identity (1989).[7] Olins defined corporate identity as "strategy made visible", and the firm worked with companies including BOC (1967), Apple Records (1968), Bovis (1971), Volkswagen's VAG (1978), 3i (1983), Prudential (1986) and BT (1991).

During the 1990s, Wolff Olins focused more on corporate branding. The company's work during that time includes First Direct (1989), Orange (1994), Heathrow Express (1998), and Tata Group (2000).

More recent work has included Tate (2000),[8] GE (2004),[9] Unilever (2004),[10] Sony Ericsson (2006),[11] (Product) RED (2006),[12] London 2012 Olympic and Paralympic Games (2007),[13] New York City (2007),[14] Mercedes-Benz (2009),[15] Tata DoCoMo (2009),[16] AOL (2009),[17] Target's Up and Up brand (2009),[18] PricewaterhouseCoopers (2010),[19] Asian Art Museum (2011),[20] Hero MotoCorp (2011),[21] the Smithsonian (2011),[22] NBCUniversal (2011),[23] USA Today (2012),[24] Windows (2012),[25] Skype (2012).[26] and Cyient (2014).[27]


  1. ^ "National Life Stories: An Oral History of Wolff Olins". 2003-11-30. Retrieved 2012-01-06. 
  2. ^ "Wolff Olins". Design Is History. Retrieved 2012-01-06. 
  3. ^ "Design Museum". 
  4. ^ "Innovation in the Modern Age". 
  5. ^
  6. ^ "National Life Stories: An Oral History of Wolff Olins". 2003-11-30. Retrieved 2012-01-06. 
  7. ^ Wally Olins, The Corporate Personality, Design Council, London, 1978 and Corporate Identity, Thames and Hudson, London, 1989
  8. ^ "How effective are the Tate logos?". Logo Design Love. 2008-05-06. Retrieved 2012-01-06. 
  9. ^ Rountree, Kristen. "Wolff Olins Becomes Lead Branding Agency for GE". Adweek. Retrieved 2012-01-06. 
  10. ^ "Unilever icons explained". Logo Design Love. 2011-12-01. Retrieved 2012-01-06. 
  11. ^ Godsell, Melanie (2006-12-20). "Agency of the Year: Design Agency of the Year — Wolff Olins — Marketing news". Marketing magazine. Retrieved 2012-01-06. 
  12. ^ "Reviews — ProBono - (RED)". Identityworks. Retrieved 2012-01-06. 
  13. ^ "Wolff Olins' Intuitive Branding". 2008-02-06. Retrieved 2012-01-06. 
  14. ^ "I ♥ Wolff Olins — Brand New". 2007-11-07. Retrieved 2012-01-06. 
  15. ^ "DesignThinkers 2011 | Todd Simmons: Blurring the Line Between Brand and Business". 2011-10-28. Retrieved 2012-01-06. 
  16. ^ "New India Cellular Provider Goes Geometric — Brand New". Retrieved 2012-01-06. 
  17. ^ "Exclusive Interview: Wolff Olins and AOL on Why AOL's New Brand Is From the Future". Fast Company. 2009-12-09. Retrieved 2012-01-06. 
  18. ^ June 7, 2011 (2011-06-07). "Brand Innovator 2011 > Tim Murray — Brand Innovators". Brand Packaging. Retrieved 2012-01-06. 
  19. ^ "The Best and Worst Identities of 2010, Part II: The Best — Brand New". Retrieved 2012-01-06. 
  20. ^ Montgomery, Angus (2011-09-29). "Wolff Olins rebrands Asian Art Museum with upside-down ‘A’ | News". Design Week. Retrieved 2012-01-06. 
  21. ^ "Hero goes global; to unveil new brand identity in London". Retrieved 29 April 2014. 
  22. ^ Gosling, Emily (2011-12-19). "Wolff Olins works on Smithsonian rebrand | News". Design Week. Retrieved 2012-01-06. 
  23. ^ "The NBC Peacock is Gone and Rightfully So". Retrieved 24 June 2012. 
  24. ^ "USA TODAY for Tomorrow". Under Consideration. Retrieved 26 September 2012. 
  25. ^ "Windows — Wolff Olins". Retrieved 27 October 2012. 
  26. ^ "Skype — Wolff Olins". Retrieved 14 June 2014. 
  27. ^ "Cyient — Wolff Olins". Retrieved 14 June 2014. 

External links

  • Wolff Olins
  • Oral History of Wolff Olins on British Library's National Life Stories
This article was sourced from Creative Commons Attribution-ShareAlike License; additional terms may apply. World Heritage Encyclopedia content is assembled from numerous content providers, Open Access Publishing, and in compliance with The Fair Access to Science and Technology Research Act (FASTR), Wikimedia Foundation, Inc., Public Library of Science, The Encyclopedia of Life, Open Book Publishers (OBP), PubMed, U.S. National Library of Medicine, National Center for Biotechnology Information, U.S. National Library of Medicine, National Institutes of Health (NIH), U.S. Department of Health & Human Services, and, which sources content from all federal, state, local, tribal, and territorial government publication portals (.gov, .mil, .edu). Funding for and content contributors is made possible from the U.S. Congress, E-Government Act of 2002.
Crowd sourced content that is contributed to World Heritage Encyclopedia is peer reviewed and edited by our editorial staff to ensure quality scholarly research articles.
By using this site, you agree to the Terms of Use and Privacy Policy. World Heritage Encyclopedia™ is a registered trademark of the World Public Library Association, a non-profit organization.

Copyright © World Library Foundation. All rights reserved. eBooks from Project Gutenberg are sponsored by the World Library Foundation,
a 501c(4) Member's Support Non-Profit Organization, and is NOT affiliated with any governmental agency or department.