McKinsey’s elegant refresh

McKinsey, the global management consulting firm has recently introduced a refreshed brand identity. The renowned consultancy that advises on strategic management to corporations, governments, and other organizations looks to better define its services along with its current philosophy. While most businesses have experienced significant change in the last five years, change for McKinsey has been especially extreme transitioning from big corporate strategic consulting to substantially more work in digital, analytics and design. The firm’s logo itself has not changed drastically (two lines vs. one line). Everything else seems to have either changed dramatically or evolved more subtly. A new approach to photography, data visualization, color palettes, fonts and other graphic elements give the brand an important new fresh point-of-view. A deeper blue is paired with white space to deliver high contrast and dramatic effect. Overall, it is a beautifully-executed, sophisticated refresh that demands attention and instills confidence.