Leo Burnett London has unveiled a new look and corporate identity it says is “a colorful, modern twist intended to carry the agency through the 21st century – and beyond.”

The new corporate design is the brainchild of chief creative officer Chaka Sobhani and its graphic artist Phil Bosher and has a distinct nod to the agency’s heritage – particularly the black Alpha 245pencil and thick-rimmed glasses (around a balloon) made famous by the agency’s founder, Leo Burnett who launched the agency in Chicago in 1935.

And why all the fruit imagery? Well, apparently a young Leo was once told by a competitor he’d be on the street selling apples before he ever made any money in adland.