TABOO, the independent creative agency known for challenging the status quo, has unveiled a bold new rebrand to celebrate 24 years of defying convention. With the positioning of “breaking bad rules for good reasons,” TABOO, a long-standing B Corporation, is reinforcing its mission to deliver work that not only grabs attention, but creates meaningful change.
Since TABOO hit the streets of Melbourne in 2000, it’s been anything but ordinary. The agency’s unique approach has seen work come in a variety of forms, including documentaries, beauty festivals, road safety technology on permanent display at the Melbourne Museum, and its own floating bar on Melbourne’s Yarra River. With a healthy cynicism towards traditional advertising, TABOO has consistently created campaigns that are unexpected, memorable and take their audiences out of the ‘vanilla valley’.
This new positioning isn’t just about being different – it’s about making a difference. By breaking outdated rules, TABOO continues to embed brands deep in culture and create work that is as meaningful as it is memorable. The new approach reinvents the advertising landscape with innovation at its core – delivering design, content and experiences that culture truly cares about.
James Mackinnon, Managing Director of TABOO, says: “Our ethos has always been to push boundaries and challenge expectations. With ‘Breaking bad rules for good reason’ we take that spirit to the next level – turning limitations into creative opportunities for customers who refuse to conform.”
In line with its bold new positioning, TABOO unveils a refreshed visual identity that captures the essence of its rebellious spirit. The new logo isn’t just a redesign – it’s a reinterpretation of what “taboo” means in today’s world. Using a playful yet sophisticated aesthetic, the logo reflects the agency’s commitment to pushing boundaries and embracing change. It’s a visual metaphor for TABOO’s diverse and evolving body of work that refuses to be constrained by convention.
Andrew Mackinnon, CEO and founder of TABOO, says: “Our new visual identity is more than just a new typeface. It is a symbol of the bold steps we have taken over the last 24 years and a statement of our vision – to be the most recognised creative agency in the world. This logo embodies our belief that the most powerful ideas are those that go beyond formulas and speak to people on a deeper level.”
TABOO recently appointed Charlotte Adorjan, former Creative Director at AMV BBDO London, as Head of Creative. With Adorjan at the helm, TABOO will reach new heights of exposure and innovation, strengthening its position as a positive creative force in the industry.
