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Thinking about the graphic identities of consulting firms. There’s Huron (who’s “re-imagining” my institution), with their Arial-derivative (Canaro?) typeface, the sober grey + blue, the broken chain connoting conscious uncoupling
Then there’s Deloitte, which my little app tells me is in Myriad Pro. It’s chunkier, friendlier, a bit more personal with the lowercase, clearly thinking out-of-the-
in adopting purple as a base – and then there’s that zany pop of fluorescent green! So fun!
in adopting purple as a base – and then there’s that zany pop of fluorescent green! So fun!
And McKinsey!, the serif traditionalists. My app says this is Golden Cockerel Std Roman, a fittingly regal-asshole name. The kerning feels a little tight, which primes us for belt-tightening. No room for empty spaces here!
Speaking of tight: PricewaterhouseCooper's! Data-driven, pure metrics, no time for vowels — but they will offer pretty infographics to justify such ruthless austerity
KPMG! They’re not even trying! They’re in such a rush, so perpetually tilted toward future, that they haven’t had time to update the logo the CEO’s teenage son whipped up in Quark back in the mid-80s!
And I’m just gonna leave this one here:
