Best Brand Design Agency

Ranked #9 of 14 for best brand design agency

Siegel+Gale review

A global brand consultancy founded in New York in 1969 and owned by Omnicom, built around strategy, naming and identity for large, complex organizations 1 2 3 4.

Updated By the Best Brand Design Agency deskHow we scoreDisclosure

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Verdict

7.4/10

Pick Siegel+Gale if you run a large or regulated organization going through a merger, spin-off or rebrand and want strategy, naming and identity from one team: it named Novartis and Solventum and, with DDB Chicago, rebuilt the U.S. Army identity 5 6 7.

Best for Complex enterprise rebrands

Skip it if you want a price before the first call, or an independent, partner-led studio: Siegel+Gale publishes no prices and is part of Omnicom 8 2.

Visit Siegel+Gale (opens the Siegel+Gale website)

Siegel+Gale at a glance
Founded1969, in New York, by Alan Siegel 91
OwnershipOmnicom; its December 2025 announcement placed Siegel+Gale in Omnicom Branding with Interbrand, Sterling Brands and Wolff Olins2
OfficesNew York, Los Angeles, San Francisco, London, Dubai, Shanghai and Tokyo10
LeadershipHoward Belk, Chief Executive Officer; Jason Cieslak, Global President 1112
Size201 to 500 employees, per its LinkedIn page13
PracticesStrategy, design, brand communication, experience, activation, naming, brand-led change, and business analytics and insights3
PricesNot published on its own site, and the contact form has no budget field; its Clutch profile lists a $5,000+ minimum project size 148
ResearchPublishes the World's Simplest Brands study; the 2026 B2B report covers 80 brands and more than 2,000 B2B decision-makers15

How Siegel+Gale scores

Score breakdown for Siegel+Gale
Body of work 30%8.0Siegel+Gale's record includes the NBA logo, made in 1969 from a photograph of Jerry West 9, and the Novartis name, identity and logo at the 1996 merger 5. Recent identities include the U.S. Army 7, the HPE rebrand shown at HPE Discover 2025 16 and Solventum, the 3M health care spin-off 6. It also designed CVS Health's heart logo 17 and refreshed Wells Fargo's stagecoach 18. The portfolio leans to corporate systems over expressive or cultural identities.
Recognition 20%6.5Red Dot gave the U.S. Army identity a 2023 Grand Prix, credited to Team DDB, a pairing of Siegel+Gale and DDB Chicago 19, and Red Dot's agency profile lists one distinction 20. The Transform Awards list Siegel+Gale 23 times from 2024 to 2026 across Asia, Europe, the Middle East and North America 21 22 23 24 25 26 27. Both golds in that run went to the INJA work in Asia in 2024 21; every placing in 2025 and 2026 is silver or bronze 23 24 25 26 27.
Strategy depth 15%9.5The strategy practice covers analysis, positioning, brand architecture and portfolio strategy 28. Naming is a full practice with global linguistic testing, trademark pre-screening and quantitative naming validation 29, and brand communication covers voice, messaging and taglines 30. Its own research tools (EyeOpener, EnGage, PinPoint, SimpLab, DecisionMapper) measure brand drivers and test assets 31, and the KPMG positioning was validated globally after research with clients and employees 32.
Access and fit 15%6.0Featured clients are large companies, government bodies and national nonprofits, such as the U.S. Army, CVS Health and the Y 4. Its own site publishes no prices or minimum budget, and the contact form asks what challenge you face and routes the inquiry by topic: services, jobs or press 8; its Clutch profile lists a $5,000+ minimum project size 14. The site has dedicated pages for M&A and spin-offs and for rebrands 10, and shows no offer for startups or small budgets.
Range of delivery 10%8.5The design practice lists environmental design, packaging, type design, animation, motion principles, interface design and guidelines 33. The experience practice designs websites, mobile apps and interactive installations 34, and brand communication runs campaign development and video scripts 30. Activation covers launch and rollout planning 35, and the HPE brand launched across the Sphere in Las Vegas at HPE Discover 2025 16.
Transparency 10%5.5Case studies follow a challenge, insight and answer format, and some report results, such as a 5.5% year-over-year rise in same-store sales on the CVS Health page 17. Practice pages list services and name the research tools 31. Leaders have bio pages, such as CEO Howard Belk 12, but no prices, minimum budget or project timelines appear on its site 8.

Strengths and weak spots

Strengths

  • Strategy, naming, brand communication, design, experience and activation are all in house, and naming includes global linguistic testing and trademark pre-screening 3 29.
  • A long record on mergers and spin-offs: it created the Novartis name at the 1996 merger 5, named and built Solventum for 3M's health care spin-off 6, and worked with HPE at its split from HP and again on its 2025 rebrand 16.
  • Research-led: its own tools test names, logos and campaign lines 31, and the IRS notice work tested simplified letters against the originals 36.
  • Widely known work: the NBA logo in 1969 9 and the U.S. Army identity that won a 2023 Red Dot Grand Prix with DDB Chicago 19.
  • Seven offices, including Dubai, Shanghai and Tokyo 10, with Transform Awards placings in Asia, Europe, the Middle East and North America since 2024 23 25 27.

Weak spots

  • No prices on its own site and no budget field on the contact form 8; the one published floor is the $5,000+ minimum project size on its Clutch profile 14.
  • Group-owned: Omnicom's December 2025 announcement put it in Omnicom Branding alongside Interbrand and Wolff Olins 2, a poor match for buyers who want an independent, partner-led studio.
  • Its 2025 and 2026 Transform Awards placings are all silver or bronze 23 24 25 26 27, and its only Red Dot distinction dates from 2023 20.
  • The U.S. Army Grand Prix was shared work: Red Dot credits Team DDB, made up of Siegel+Gale and DDB Chicago 37.
  • Featured work is for established organizations such as the U.S. Army, CVS Health and Greene King 4; the site shows no startup or small-budget offer.

Alternatives to Siegel+Gale

Siegel+Gale: common questions

Who owns Siegel+Gale?

Omnicom. Its December 2025 leadership announcement lists Siegel+Gale in Omnicom Branding, with Interbrand, Sterling Brands and Wolff Olins, under Omnicom Branding CEO Mark O'Brien 2. Siegel+Gale's own chief executive is Howard Belk 12.

How much does Siegel+Gale charge for a rebrand?

It publishes no prices or minimum budget on its own site. The contact form asks for your company, your industry and the challenge you face, and has no budget field 8. Its Clutch profile lists a $5,000+ minimum project size 14.

Did Siegel+Gale design the NBA logo?

Yes, by its own account. In 1969 the NBA turned to founder Alan Siegel, and the team turned a photograph of Jerry West into the white silhouette between red and blue halves 9.

Sources

  1. Siegel+Gale. NYC Brand Strategy Consulting | Siegel+Gale. Checked 9 Nov 2026.
  2. Omnicom. Omnicom Announces Strategy and Executive Leadership Following Acquisition of Interpublic. Checked 9 Nov 2026.
  3. Siegel+Gale. Branding Agency | About Siegel+Gale. Checked 9 Nov 2026.
  4. Siegel+Gale. Work - Siegel+Gale. Checked 9 Nov 2026.
  5. Siegel+Gale. Novartis Brand | Siegel+Gale Branding Case Study. Checked 9 Nov 2026.
  6. Siegel+Gale. Solventum Case Study | Siegel+Gale. Checked 9 Nov 2026.
  7. Siegel+Gale. US Army Brand Identity and Purpose for a New Generation | Case Study. Checked 9 Nov 2026.
  8. Siegel+Gale. Contact Us - Siegel+Gale. Checked 9 Nov 2026.
  9. Siegel+Gale. The NBA Logo Story | Siegel+Gale. Checked 9 Nov 2026.
  10. Siegel+Gale. Global Brand Strategy Consulting and Design Agency | Siegel+Gale. Checked 9 Nov 2026.
  11. Siegel+Gale. Jason Cieslak | Global President at Siegel+Gale. Checked 9 Nov 2026.
  12. Siegel+Gale. Howard Belk | Chief Executive Officer at Siegel+Gale. Checked 9 Nov 2026.
  13. LinkedIn. Siegel+Gale | LinkedIn. Checked 9 Nov 2026.
  14. Clutch. Siegel+Gale - Services & Company Info. Checked 9 Nov 2026.
  15. Siegel+Gale. The B2B Report 2026 - Siegel+Gale. Checked 9 Nov 2026.
  16. Siegel+Gale. HPE Brand Case Study | Powering the future of enterprise technology. Checked 9 Nov 2026.
  17. Siegel+Gale. CVS Health Heart Logo and Brand Purpose | Case Study. Checked 9 Nov 2026.
  18. Siegel+Gale. Wells Fargo Brand Strategy and Symbol | Case Study. Checked 9 Nov 2026.
  19. Red Dot. Red Dot Design Award recognises international designers and agencies at the Red Dot Gala (press release, 6 November 2023). Checked 9 Nov 2026.
  20. Red Dot. Siegel+Gale. Checked 9 Nov 2026.
  21. Transform magazine. Transform magazine: 2024 Transform Awards Asia. Checked 9 Nov 2026.
  22. Transform magazine. Transform magazine: 2024 Transform Awards Europe. Checked 9 Nov 2026.
  23. Transform magazine. Transform magazine: 2025 Transform Awards Asia. Checked 9 Nov 2026.
  24. Transform magazine. Transform magazine: 2025 Transform Awards Europe. Checked 9 Nov 2026.
  25. Transform magazine. Transform magazine: 2025 Transform Awards MEA. Checked 9 Nov 2026.
  26. Transform magazine. Transform magazine: 2026 Transform Awards Europe. Checked 9 Nov 2026.
  27. Transform magazine. Transform magazine: 2026 Transform Awards NA. Checked 9 Nov 2026.
  28. Siegel+Gale. Brand Strategy Practice Area | S+G Driving Business Success. Checked 9 Nov 2026.
  29. Siegel+Gale. Brand Naming | Product and Service Naming | Siegel+Gale. Checked 9 Nov 2026.
  30. Siegel+Gale. Brand communication - Siegel+Gale. Checked 9 Nov 2026.
  31. Siegel+Gale. Business analytics + insights - Siegel+Gale Practice Area. Checked 9 Nov 2026.
  32. Siegel+Gale. KPMG Branding Case Study | Reinventing an Iconic Brand for Growth. Checked 9 Nov 2026.
  33. Siegel+Gale. Brand Design | Brand Design Services from Siegel+Gale. Checked 9 Nov 2026.
  34. Siegel+Gale. Brand Experience Strategy and Design Practice | Siegel+Gale. Checked 9 Nov 2026.
  35. Siegel+Gale. Activation | Siegel+Gale. Checked 9 Nov 2026.
  36. Siegel+Gale. IRS Branding | Siegel+Gale Brand Case Study. Checked 9 Nov 2026.
  37. Red Dot. Red Dot Design Award: U.S. Army. Checked 9 Nov 2026.