For First Time in a Century, Cushman & Wakefield Rebrand

For the first time in the firm’s nearly 100-year history, Cushman & Wakefield (CWK) has initiated its first global brand refresh.

The global company—15,000 employees strong—redefined the company’s culture and elected to change its global branding to better align with Cushman & Wakefield’s overall vision. “Our visual identity change was a direct result of defining our culture,” Celine Clarke, global head of corporate communications and marketing, told The Commercial Observer. “We took the business approach of being simple and disciplined and applied it to our visual identity.”