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Landor is a brand consulting firm founded in 1941 by Walter Landor, who pioneered some research, design, and consulting methods that the branding industry still uses. Headquartered in
San Francisco San Francisco (; Spanish for " Saint Francis"), officially the City and County of San Francisco, is the commercial, financial, and cultural center of Northern California. The city proper is the fourth most populous in California and 17t ...
, the company maintains 26 offices in 20 countries, including
China China, officially the People's Republic of China (PRC), is a country in East Asia. It is the world's List of countries and dependencies by population, most populous country, with a Population of China, population exceeding 1.4 billion, slig ...
,
France France (), officially the French Republic ( ), is a country primarily located in Western Europe. It also comprises of Overseas France, overseas regions and territories in the Americas and the Atlantic Ocean, Atlantic, Pacific Ocean, Pac ...
,
Germany Germany,, officially the Federal Republic of Germany, is a country in Central Europe. It is the second most populous country in Europe after Russia, and the most populous member state of the European Union. Germany is situated betwee ...
,
India India, officially the Republic of India (Hindi: ), is a country in South Asia. It is the List of countries and dependencies by area, seventh-largest country by area, the List of countries and dependencies by population, second-most populous ...
,
Italy Italy ( it, Italia ), officially the Italian Republic, ) or the Republic of Italy, is a country in Southern Europe. It is located in the middle of the Mediterranean Sea, and its territory largely coincides with the homonymous geographical ...
, the
United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the continental mainland. It comprises England, Scotland, Wales and ...
,
Mexico Mexico (Spanish language, Spanish: México), officially the United Mexican States, is a List of sovereign states, country in the southern portion of North America. It is borders of Mexico, bordered to the north by the United States; to the so ...
,
Singapore Singapore (), officially the Republic of Singapore, is a sovereign island country and city-state in maritime Southeast Asia. It lies about one degree of latitude () north of the equator, off the southern tip of the Malay Peninsula, bor ...
,
Australia Australia, officially the Commonwealth of Australia, is a sovereign country comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands. With an area of , Australia is the largest country by ...
,
Japan Japan ( ja, 日本, or , and formally , ''Nihonkoku'') is an island country in East Asia. It is situated in the northwest Pacific Ocean, and is bordered on the west by the Sea of Japan, while extending from the Sea of Okhotsk in the n ...
,
South Africa South Africa, officially the Republic of South Africa (RSA), is the southernmost country in Africa. It is bounded to the south by of coastline that stretch along the South Atlantic and Indian Oceans; to the north by the neighbouring coun ...
, and the
United States The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country Continental United States, primarily located in North America. It consists of 50 U.S. state, states, a Washington, D.C., ...
. Landor is a member of the
Young & Rubicam VMLY&R is an American marketing and communications company specializing in advertising, digital and social media, sales promotion, direct marketing and brand identity consulting, formed from the merger of VML, founded in 1992, and Young & Rubica ...
Group network within
WPP plc WPP plc is a British multinational communications, advertising, public relations, technology, and commerce holding company headquartered in London, England. It was the world's largest advertising company, as of 2019. WPP plc owns many compan ...
, the world's largest advertising company by revenues. Landor's work includes brand research and valuation, brand strategy and architecture, brand purpose and green design,
corporate identity A corporate identity or corporate image is the manner in which a corporation, firm or business enterprise presents itself to the public (such as customers and investors as well as employees). The corporate identity is typically visualized by ...
and packaging design, innovation, naming and writing, branded experience,
brand equity Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name. The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the prod ...
management,
employee engagement Employee engagement is a fundamental concept in the effort to understand and describe, both qualitatively and quantitatively, the nature of the relationship between an organization and its employees. An "engaged employee" is defined as one who is ...
, and digital branding.


History


Origin

German immigrant Walter Landor and his wife Josephine (the original "associate") founded the company in 1941. Walter Landor intended to "...concentrate on designing everyday products that would make life more pleasant and more beautiful." Some of Landor's earliest designs were beer company logos that earned awards from the Brewers Association of America and the Small Brewers Association. For Arrowhead, Landor created a tilt bottle with two flat sides that could be poured without being lifted from the table. This unique design won several awards, drew media attention, and brought additional business to the firm. It was also selected by the U.S. Department of Commerce to appear in three International Trade Fairs. Walter Landor favored what he felt was a client-driven approach. He was one of the first to apply consumer research to package design, and relied heavily on observing consumers in real-life situations—even soliciting in-store feedback from shoppers regarding label design. In Walter Landor's philosophy, "The package itself must do the talking." As Landor's reputation grew, the company's client list expanded to encompass airlines, financial institutions, government agencies, hospitality services, and technology firms. Over time, Landor broadened its consulting services to offer corporate and product naming, brand positioning and architecture, retail environment design, copywriting, internal brand engagement, digital branding, and BrandAsset Valuator analysis, corporate identity, and package design.


1960s-1980s

From the 1960s to the 1980s, Landor established its headquarters on board the renovated ferryboat '' Klamath'', moored in San Francisco Bay. This unusual arrangement was intended to foster creativity among the firm's employees. Mixing business with pleasure, the ''Klamath'' also hosted business symposia, cultural events and parties that included dignitaries, artists, business tycoons and celebrities. Although Landor's business eventually outgrew the ferryboat and moved to larger offices on land, the ''Klamath'' has remained its corporate symbol.


Recent years

In 1989 the company was acquired by advertising agency
Young & Rubicam VMLY&R is an American marketing and communications company specializing in advertising, digital and social media, sales promotion, direct marketing and brand identity consulting, formed from the merger of VML, founded in 1992, and Young & Rubica ...
and subsequently became part of
WPP Group WPP plc is a British multinational communications, advertising, public relations, technology, and commerce holding company headquartered in London, England. It was the world's largest advertising company, as of 2019. WPP plc owns many compan ...
. In 1994, the Walter Landor/Landor Collection was established at the National Museum of American History, part of the Smithsonian Institution in Washington, D.C. The collection contains business records and personal papers belonging to Walter Landor, oral histories, and portfolio materials such as original designer notebooks. Since 2004, Landor has published an annual survey of brand strength measured over a three-year period. The Breakaway Brands list is based on data culled from the proprietary BrandAsset Valuator and is regularly cited in business publications including ''Fortune'' magazine and ''Forbes''.


References


External links

*{{Official, http://landor.com/ 1941 establishments in California American companies established in 1941 Branding companies of the United States Companies based in San Francisco Design companies established in 1941