Creative Brief

The Perkins and Will brand responds to a growing demand for dynamic communication in a fast-paced, ever-changing world. Built on a concept of flexibility, it allows us to tailor the delivery of content in a way that meets the unique needs of our clients, partners, peers, and colleagues. Like the core values our firm has upheld since 1935, our brand is timeless and classic; yet, it’s also flexible enough to dial up or dial down our creative expression as needed. 

A Legacy-Inspired Logo 

Inspired by our firm’s vintage mark from the 1940s, which helped define our firm for over 60 years, our new logo is a modern interpretation of the original. It’s a nod to our legacy with an eye toward the future. 

Stories About People 

The new brand also doubles down on our commitment to human-centered storytelling. People are at the heart of everything our firm does; our new brand allows us to tell the stories of how our projects and teams are making a positive difference in people’s lives. 

Designed from the Heart 

One of the things that make our rebrand particularly special is that it was done entirely in-house. A cross-section of the firm’s designers, business leaders, marketers, graphic designers, and communications specialists—with the input of key clients—worked together for more than a year to craft the new identity. It was a rigorous process, but one that resulted in a brand that’s as beautiful as it is authentic.