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The DLKW Lowe rebrand was intended to represent a unified and reinvigorated agency, but also one that embraces the 'Lowe + partners' brand, in this case by placing a blue square at the heart of the logo.
This simple construct forms the basis of simple patterns used throughout the brand, as well as forming the framework for sub-brands, such as the agency design offering (Colour) and an internal creative initiative (Project Awe).