Siegel + Gale

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Siegel+Gale
Subsidiary
IndustryBrand consulting
Founded1969
HeadquartersNew York City, US
Los Angeles, US
San Francisco, US
London, United Kingdom
Dubai, United Arab Emirates
Shanghai, China
Tokyo, Japan
Key people
  • David Srere (co-CEO, chief strategy​ officer)
  • Howard Belk (co-CEO, chief creative​ officer)
  • Jason Cieslak (president, Pacific​ Rim)
  • Philip Davies (president, EMEA)
ServicesBrand communication, brand management, business analytics + insights, design, employee engagement, experience, naming, strategy
Number of employees
200
ParentOmnicom Group
Websitewww.siegelgale.com

Siegel+Gale is a brand strategy, design and experience firm [1] founded in 1969 by Alan Siegel and Robert Gale. David Srere and Howard Belk act as co-CEOs. Siegel+Gale is a part of the Brand Consulting Group, a division of Omnicom Group (NYSE-OMC).[2] The firm is headquartered in New York City with offices in Los Angeles, San Francisco, London, Dubai, Shanghai, and Tokyo.[3] It serves a wide range of corporate, non-profit, and government clients. Its corporate tagline is “Simple is smart.” [4]

Background and ownership[edit]

Siegel+Gale was founded in 1969 by Alan Siegel, an advertising, public relations and design-trained executive, and Robert Gale, a designer. The company was first operated out of Siegel's apartment in New York City. Gale sold his share of the firm in 1974. In 1988, the company became a wholly owned subsidiary of Saatchi & Saatchi, the global brand advertising and marketing firm. After 10 years, Siegel+Gale organized an employee buy-back of the firm in association with a venture capital firm and Fleet Bank (now owned by Bank of America, Inc.). In 2003, the firm was acquired by the large marketing and communications company, Omnicom Group Inc.[5]

The work[edit]

Siegel+Gale began with the development of brand identities for clients like Uniroyal (revamping the company's corporate identity and launching marketing and communications projects in Europe and South America), the National Basketball Association (designing the logo featuring the silhouette of NBA legend Jerry West) and Pitney Bowes (image and messaging revamp).[6] In 1980, Siegel+Gale went on to work with the Interbank Card Association to form a new global identity for Master Charge, that included changing the company's name to MasterCard.[7]

Client roster[edit]

Siegel+Gale has created branding programs for 3M, AARP, Allstate, American Express, Bayer, Birchbox, Boise, Caterpillar, China Youth Development Foundation, Comcast, Curvature,[8] CVS Health, Czech Airlines, Davies, Dell, Disney, Dolce (satellite television), Dow, DXC, EmblemHealth,[9] Eurotel, Flywheel, Four Seasons Hotels and Resorts, Girl Scouts, Houghton Mifflin Harcourt, HPE, if(we),[10] Lexus, Merrill Lynch, Microsoft, Mizuho Americas, Motorola, Mount Sinai, National Basketball Association, Nexford University, Norsk Hydro, NOV, Pfizer, Prudential Financial, SAP, Saudi Aramco, Sony, Tata Consultancy Services, The New School, The Y, Wells Fargo, Wyndham Hotel Group, Xerox, and Yahoo!,[11] among others.[12]

Not-for-profit clients include Girl Scouts of the USA.,[13] Phoenix House,[14] Legal Aid Society,[15] University of the Arts [16][17] Americas Second Harvest (now Feeding America), BreastCancer.org, The New School, The Johns Hopkins University, Cornell University, Florida State University, KAUST (King Abdullah University of Science & Technology), and The Museum of Arts & Design.

Siegel+Gale's recognitions for the work it has done for its clients include: REBRAND 100, Best of Awards for ICFJ;[18] 365: AIGA Annual Design Competitions 30, Award for Outstanding Design, Branding Brochure for EmblemHealth;[19] Web Marketing Association's WebAward For Outstanding Achievement in Web Development, Best Associations Website for Ronald Reagan Presidential Foundation and Library; Communicate magazine Transform 2010 Awards Best corporate rebrand for a spin-off or new company-Gold and Best rebrand from a not-for-profit organisation-Gold for the International Islamic Trade Finance Corporation;[20] and a Pro Bono Publico Award in recognition of the pro bono work in the rebranding of The Legal Aid Society.[21]

World's Simplest Brands[edit]

Each year, Siegel+Gale releases a "The World's Simplest Brands" study, previously known as the "Global Brand Simplicity Index". The 2018-2019 top-ranked companies consistently deliver on their brand promise with simple, clear, intuitive experiences. For this study, Siegel+Gale asked more than 15,000 people across nine countries in the US, Europe, Asia, India, and the Middle East to evaluate brands and industries on their simplicity. [22]

2018-2019 Top 10 World's Simplest Brands:
Ranking Brand
1 Netflix
2 ALDI
3 Google
4 Lidl
5 Carrefour
6 McDonald's
7 trivago
8 Spotify
9 Uniqlo
10 Subway

Recognition/awards[edit]

Siegel+Gale's recognitions for the work it has done for its clients include: Top-performing B2B Marketing Agency, their work for SAP received honors from the 2017 Clio Awards,[23] their visual identity design work for Birchbox and BirchboxMan was awarded an honorable mention by the HOW: Promotion and Marketing Design Awards, Outstanding achievement in the Client Promotion Category for the 2018 HOW Promotion & Marketing Design Awards, Silver in Branding 2018 by Indigo Awards, Bronze in Logos 2018 by Indigo Awards, REBRAND 100, Best of Awards for ICFJ;[28]365: AIGA Annual Design Competitions 30, Award for Outstanding Design, Branding Brochure for EmblemHealth;[29]Web Marketing Association's WebAward For Outstanding Achievement in Web Development, Best Associations Website for Ronald Reagan Presidential Foundation and Library; Communicate magazine Transform 2010 Awards Best corporate rebrand for a spin-off or new company-Gold and Best rebrand from a not-for-profit organisation-Gold for the International Islamic Trade Finance Corporation;[30]a Pro Bono Publico Award in recognition of the pro bono work in the rebranding of The Legal Aid Society.[31]

References[edit]

  1. ^ "Siegel+Gale: Brand Consulting, Experience, Strategy, and Design". Siegel+Gale. Retrieved 2019-06-28.
  2. ^ "Omnicom Forms Brand Consulting Group | Omnicom Group".
  3. ^ "Contact Us".
  4. ^ "Siegel+Gale: Brand Consulting, Experience, Strategy, and Design". Siegel+Gale. Retrieved 2019-06-28.
  5. ^ Elliott, Stuart (2012-10-24). "Ex-Chairman of Siegel & Gale Starts New Company". The New York Times. ISSN 0362-4331. Retrieved 2016-05-21.
  6. ^ Mortimer, Ruth, "The frank Yank, who shoots from the hip," Brand Strategy, August 2001, p. 3.
  7. ^ "Campaigns," ADWEEK magazine, p.26 January 14, 1980
  8. ^ B |b1 = |b2 = |b3 = |b4 = |b5 = |b6 =
  9. ^ B |b1 = |b2 = |b3 = |b4 = |b5 = |b6 =
  10. ^ Gasca, Peter October 30, 2014 Entrepreneur. "Get Ov Get Over the Business-Naming Hump With These 5 Strategies"
  11. ^ Client Client List, Siegelgale.com
  12. ^ "Case Studies". Siegel+Gale. Retrieved 2019-06-28.
  13. ^ Judge, Paul C., "How will your company adapt," Fast Company, December 2001
  14. ^ "Siegel+Gale Designs New Brand/Visual Identity for Phoenix House".
  15. ^ "The Legal Aid Society Honors Siegel+Gale CEO Alan Siegel for Rebranding the Society".
  16. ^ "Alumnus-Led Firm Designs Bold and Engaging New Website for University of the Arts". September 12, 2011.
  17. ^ "Siegel+Gale Designs Bold and Engaging New Website for University of the Arts". September 20, 2011.
  18. ^ [1] REBRAND 100
  19. ^ [2] 365/30 selections 2009
  20. ^ "Archived copy". Archived from the original on 2010-03-01. Retrieved 2010-03-10.CS1 maint: archived copy as title (link) Transform 2010 Awards
  21. ^ [3] The Legal Aid Society Honors Siegel+Gale's Alan Siegel
  22. ^ "Index", Simplicity, Complexity and Modelling, John Wiley & Sons, Ltd, 2011-10-17, pp. 201–205, doi:10.1002/9781119951445.index, ISBN 9781119951445
  23. ^ "Siegel+Gale's work for SAP is honored by the Clio Awards". Siegel+Gale. 2017-09-22. Retrieved 2019-06-28.