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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

EVP David Kennedy


Lisa Morch

VP, Director of Knowledge Mgmt

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‘Loyalty Knot’: The Unbreakable Bond Between Brands and Customers

Leo Burnett Oslo creates new visual identity for Scandinavian award

Posten – Bring’s “The Loyalty Knot,” GPC Rating: 7

The Loyalty Award is awarded annually by Bring, a direct mail and logistics company, to a Scandinavian brand that has cultivated a deep relationship with its customers and core audience through phenomenal targeted marketing. To give this award a meaningful visual identity, Kitchen Oslo, a member of the Leo Burnett family, created a unique logo to illustrate the unbreakable bond between a brand and its most ardent advocates: a loyalty knot.

Inventing a new knot was an ambitious challenge, considering the vast amount of existing knots. However, the agency rose to the challenge and tapped the skills of a master knot-maker to design the new knot, which was then used to craft the visual identity and logo around this award. The knot symbolizes the strong tie between two pieces of rope — the brand and the customer.

The GPC deemed “Loyalty Knot” a smart and thoughtful idea, as it communicates its concept at first glance. With exquisite craftsmanship, the agency found a way to celebrate a Scandinavian relationship built on togetherness, strength and loyalty.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.