Siegel+Gale is a global brand strategy and design consultancy headquartered in New York City. It was founded in 1969 by Alan Siegel and Robert Gale.
History
The firm was established in 1969 by Alan Siegel, an advertising and design executive, and Robert Gale, a designer. The company initially operated out of Siegel's apartment in New York City. Its first major client was the tire manufacturer Uniroyal, for which it created a brand identity for stores in Colombia and Venezuela. Another early client was Pitney Bowes. By the end of its first year, the firm had five employees and approximately $120,000 in revenue.
In 1973, Robert Gale sold his equity stake to pursue architectural graphics, but the Siegel & Gale name was retained due to its established reputation. During the 1970s, the firm diversified beyond logo design into document simplification, working with Citibank to simplify consumer loan agreements and with the IRS on tax forms, contributing to the development of the 1040-EZ form.
In 1985, the company was acquired by Saatchi & Saatchi for $13.5 million. In 1998, following the breakup of Saatchi & Saatchi (renamed Cordiant), Alan Siegel led a management buyout for $33.8 million, restoring the firm's independence. In 2003, Omnicom Group acquired Siegel+Gale for an undisclosed amount, integrating it into its Diversified Agency Services (DAS) division. Alan Siegel remained chairman until 2011, when he left to found Siegelvision, a consultancy focused on purpose-driven entities.
Services
Siegel+Gale offers services in brand strategy, brand design, naming, research and analytics, customer and employee experience design, and brand purpose initiatives. The firm's core philosophy is centered on the principle "Simple is smart," emphasizing clarity and simplicity in branding and communications.
Global Presence
The firm maintains offices in New York (headquarters), Los Angeles, San Francisco, London, Dubai, Shanghai, and Tokyo. It employs approximately 250 professionals.
Notable Clients and Work
Siegel+Gale has worked with a wide range of prominent organizations, including SAP, Aetna, American Express, Citibank, Bank of America, the American Red Cross, Disney, the National Basketball Association (NBA), Jiffy Lube, and the YMCA. The firm is also known for its work on the NBA logo, designed by Alan Siegel.
Annual Studies
The firm conducts the annual "World's Simplest Brands" study, which ranks global brands based on consumer perceptions of simplicity. It also publishes research on workplace simplicity and brand purpose.
Ownership
Siegel+Gale is a wholly owned subsidiary of Omnicom Group Inc. (NYSE: OMC), operating as part of Omnicom's Diversified Agency Services division.
