New Applied Now 2.0

By Landor, San Francisco, USA

For Accenture

Winner in category Design & Branding

In subcategory 360 Integrated Design

WPPED Cream
WPPED Cream
WPPED Cream
WPPED Cream
WPPED Cream
WPPED Cream
WPPED Cream
WPPED Cream
Project Description
Accenture is a $35B business, serving clients in over 120 countries, with broad expertise in 40+ industries including automotive, finance, energy, and healthcare. The brand partners with more than 75% of the Fortune Global 500 companies. Beyond breadth and size, the company also values depth and longevity and has been working with 98 of its top 100 clients for over 10 years. Accenture’s competitive advantage has always been its consistent global delivery of operational efficiency: deploying faster, leaner, end-to-end solutions for its clients. In the recent age of disruption, clients increasingly rely on Accenture to integrate transformative solutions at the heart of their businesses. This resulted in Accenture doubling down on their expertise in cutting edge technologies and bet on being the leader in disruptive innovation in the “New”: digital, cloud, and security-related services. Landor continued to work closely with the global brand team and core agency partners since the identity’s complete rebrand in January of 2017 to evolve the brand’s identity to remain a fresh, vibrant signal of its focus on the New, bringing the brand to life in new ways across all touch points around the world. The brand is not only a clear signal of the New to clients and employees, it’s also a talent magnet – allowing Accenture to credibly compete with leading technology companies and management consultancies for the top minds emerging from the world’s best universities as it recruits 100,000+ new employees each year. The brand’s constant evolution inspired employees, new and experienced, to keep driving innovation into everything they do.
Agency Solution
While everyone boasts about the promise of tomorrow’s technology, Accenture proves that they can make it real, on a global scale, today. The brilliance behind the brand’s platform - New Applied Now – is that it is so relevant in today’s disruptive landscape. Accenture takes new and powerful innovations, applies them at scale with deep industry expertise, at the speed and relevance of now – everyday. Our visual and verbal ongoing rejuvenation of the brand truly reflects and amplifies Accenture’s global business transformation towards the New.
New Applied Now continues to inspire a company spirit that enthusiastically reflects the brand principles of being bold, optimistic, energetic, dimensional, fresh and vibrant. Over the past year, we have evolved the use of the brand’s most sacred asset – its Greater Than symbol – to continue to epitomize the constant momentum of a forward-thinking organization, one that thrives in an ever-changing digital age. We elevated it into a heroic emblem and call-to-action and created dynamic expressions of the symbol for print, digital, physical and environmental applications. The brand’s voice intentionally leans into the present tense to show that Accenture is innovating NOW. When these elements come together, they communicate messages in a clear, bold, and modern way that work at any scale, in every medium. We worked with Accenture and their key agency partners to express this dynamic visual system across the spectrum of brand touchpoints: from advertising and social media, to digital activation and employee engagement, to marquee events such as Davos and Mobile World Congress, to sports sponsorships, mobile apps, Innovation Hubs and office spaces.
Beyond visual expression, we steered the development of a strategic roadmap for future acquisitions to deliver a consistent, efficient and repeatable approach to make strategic branding decisions for newly acquired companies. With this tool, the brand identity and equity of each acquisition can be systematically managed. We also developed a strategic naming system for internal teams, capabilities, products and services. This ensures that decisions about naming are anchored in a business case and better enables clients to navigate Accenture’s offerings with ease.
Accenture employees, clients and recruits alike have embraced the brand’s revitalization as representative of their own desire to disrupt and evolve effectively, with relevance.
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