As the first in a series recognizing Branding Pioneers, the International Branding Association is pleased to honor Walter Landor (1913–1995) founder of Landor Associates on what would have been his 100th birthday. 

View full Walter Landor retrospective at: 


The Agar, the firm formerly known as Ionic Collective, had to change its company name and branding due to trademark infringement issues. The new name, Agar, a red substance used as the base of an experiment in a round petri dish, set the stage for the revised brand. The new brand solution is now well-aligned with the forward-looking company.

The Agar was awarded distinction honors in the 2013 REBRAND 100® Global Awards. See the full before and after showcase at

Client: The Agar -
Branding Firm: Landor Associates -