This year, more than ever, simplicity paid for the brands that delivered it. But before a new year begins, let’s look back and celebrate highlights from the brand building our clients and colleagues partnered on—from transforming a storied American brand, embracing AI at Cannes, launching the tenth edition of World’s Simplest Brands and a logo that became a rallying cry for an entire industry.


Be all you can be

In March, the U.S. Army introduced a new brand that redefined what it means to “Be All You Can Be” for a new generation. The award-winning brand transformation was featured in Dezeen, the world’s most popular and influential design magazine.

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Most-read case study

When Quidel Corporation and Ortho Clinical Diagnostics merged, the new global brand had to unify two distinct product portfolios. Learn how we created a new brand that reflects the combined offerings and stands out from the competition.

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Warner Brothers Discovery branding

Most-read blog

How did we help build a bold new brand after the iconic entertainment merger between Discovery and WarnerMedia? The Warner Bros. Discovery (WBD) brand is a result of the true partnership between the WBD and Siegel+Gale teams to arrive at the final brand strategy, visual identity and campaign for the corporate brand, as well as defining the brand strategy for their new streaming service Max.

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Simplicity pays

“The world has never been more complex, and for consumers, the number of brand interactions has skyrocketed.”

Delivering simple experiences has never been more important—and 15,000+ consumers across nine countries agree. Our hallmark report confirms that simplicity inspires deeper trust, strengthens loyalty and increases willingness to spend. Above all, simplicity pays. So, which brands and industries succeed at simplicity? Explore World’s Simplest Brands Tenth Edition.

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In partnership with Microsoft, our global creative team harnessed the AI power of Bing Image Creator to imagine a series of fantastical sea creatures. Featured in the Microsoft Beach House at Cannes Lions 70 this summer, our designers’ submissions immersed audiences in a vibrant, underwater world—and underscored AI’s ability to amplify our creativity and human ingenuity.

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In the news

When we originally developed the SAG-AFTRA brand, it was to unify two very different groups—SAG was the Screen Actors Guild and AFTRA was the American Federation of Television and Radio Artists. But in 2023, the original symbol of uniting two labor unions took on a powerful new meaning for its members. The logo became a rallying cry through lengthy negotiations and seismic shifts in the entertainment industry.

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Is your brand ready for IPO success?

Many IPOs the world has been waiting on—like SpaceX, Stripe and Databricks— are poised to start trading in the New Year. It’s great news for hungry global investors, but the growing options and expectations have turned up the pressure on marketers. Here’s a simple checklist to ensure your brand is fit to fight on the big day.

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And the award goes to…

We’re thrilled to share the incredible accolades and awards that have honored our colleagues’ and clients’ imaginative, bold and brand-led work throughout 2023. Congrats to all involved!

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Say what?

The Siegel+Gale Says podcast gathers insights from across the global Siegel+Gale network on the issues and trends shaping the branding landscape. This year, our experts examined the ‘blanding’ trend, brand-led change, World’s Simplest Brands and went behind-the-scenes of our work for brands like Nielsen, HPE and SADA.

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