The agency described its new logo as simple yet confident, with a brighter palette of colours. It signifies a move to drop local agency names and bring the majority of its 18 studios under the name Fitch. The company's has also been redesigned to showcase the new identity and positioning.
Fitch was founded in 1972 by Rodney Fitch, who rejoined the company 18 months ago when it was acquired by WPP. It now has offices in 11 countries and 450 staff worldwide.
Todd Cameron, president and CEO of Fitch's studios in Columbus and San Francisco, said: "Rodney's return has reinvigorated Fitch and in a sense, given it back its focus as a consumer-centric design company."
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