Deutsch

Visual Identity Refresh_ 2024

In 2020, while the industry bundled agencies into alphabet soup, we did the opposite. Deutsch LA split from Deutsch NY—getting smaller to forge our own path with purpose. That move paid off in 2024, when Deutsch LA rebranded simply as “Deutsch,” shifting the center of gravity west. LA’s leadership became sole stewards of the brand, and we embedded the vibrant spirit of “LA” at its core.

A new visual identity, created by Deutsch Design, brought the transformation to life. The bold color palette reflects our people and LA’s sun-soaked energy. Our fluid logo and typeface connect past to future—letter to letter—echoing the script and graffiti of our city. Mixed media, texture, language, code, and art ground the brand in LA’s rich cultural fabric. Even our new logo stems from the “LA” collapsing into “Deutsch.”

To reflect the infinite potential of our people, we generated AI-powered monikers for every employee—blending individuality, creativity, and tech.

Deutsch’s vibrant new expression proves agency brands still matter. Reinvention is in our DNA, and it’s that legacy of innovation that drives us forward—with our community at the heart of it all.