DuPont Brand Global Unification

Aiming to unify the chaos of brand expressions against the ‘one DuPont’ vision, the design team at Ogilvy&Mather developed a flexible but mathematically structured visual language system, content strategy, and brand architecture. 

We carefully engineered a structural concept with hierarchical layout of each information. This structured flexibility enabled a wide range of variations across a multitude of products and channels while maintaining a broad consistency throughout.

While the visual strategy remained consistent throughout DuPont, the specific design and content rules varied between business categories, products and media. This system not only precisely defined b-to-b and b-to-c product and collateral design, but ultimately continues to inform all aspects of the brand outside of the original scope, including advertising, websites, trade shows, corporate signage, environmental graphics, and nearly all public-facing aspects of the company.

Ogilvy & Mather, Brand Integration Group, New York

Takao Umehara: Art Direction & Design
Barry Deck, Apirat Infahsaeng, Chuck Rudy:  Art Direction & Design
Judd Harner, Chuck Rudy: Design Strategy
Weston Bingham: Creative Direction, Design Strategy and Design