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.

Commenting on the redesign, Sobhani, said: “At Leo Burnett, we believe that solving human problems is what makes businesses grow. Put simply, we always want to turn up human and look to make stuff that people truly love. Our new visual identity needed to reflect this agency philosophy.”