On 1st October 2024, Deutsch LA officially rebranded as Deutsch, marking a new chapter in the company’s history. Four years after its split from Deutsch, NY, the creative studio has reaffirmed its independence, moving forward with a fresh identity while staying true to its Los Angeles roots.
Although ‘LA’ has been removed from its name, the city’s influence remains central to the rebrand. Using its in-house design talent, Deutsch has crafted a brand identity that reflects the vibrant and diverse cultural fabric of Los Angeles. The agency’s chief design officer, Adhemas Batista, led the project, creating personal, AI-generated monikers for each employee. These personalised ‘D’ symbols, composed of various elements representing each individual’s personality, combine to form the agency’s new logo, symbolising the collective spirit of the Deutsch team.
As part of the rebrand, the company secured the Exact Brand Match (EBM) domain Deutsch.com while retaining DeutschLA.com, ensuring no traffic loss during the transition. Investing in an EBM domain during a rebrand strengthens brand consistency, making it easier for clients and partners to associate the new name with the established brand. This strategic move allowed Deutsch to maintain its digital presence while reinforcing its new identity, offering users seamless access to the brand regardless of which domain they use.
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