Integrating the explosive element of a spark into the M&C Saatchi font, the new look for Creative Spark talks to the impacts that the agency offers clients.
“The new CI conveys the power of small actions – whether a creative idea or even a tweet – to catalyse a chain reaction of events and effects,” says Gordon Ray, national executive creative director, M&C Saatchi Abel.
With a dynamic new design, the logo conveys the potential of digital to expand, engage stakeholders, and influence audiences through various channels. No longer simply a complement to offline campaigns, digital is increasingly the spark that drives the thinking and execution of creative ideas.
“Creative Spark’s new logo reflects how we immerse ourselves within clients’ businesses in order to ignite innovative ways to answer business challenges,” adds Matthew Buckland, managing director of Creative Spark.
Other members of the team behind conceptualising and redesigning the Creative Spark logo include Mike Abel, founder and head of the M&C SAATCHI Group of Companies, Africa region; Denise van der Westhuizen, chief operating partner, M&C Saatchi Abel; Ashraf Majiet, creative director, M&C SAATCHI Abel; and Ishaarah Arnold, designer, M&C Saatchi Abel.
“Creative Spark is integral to the strategic direction of the M&C Saatchi group, with their thinking and implementation offering the powerful knock-on effects we aim to provide our clients,” concludes Abel.
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