Accenture, a premier global professional services company, is successfully re-imagining the way it helps clients transform their businesses – now – through disruptive innovation. The brand’s identity needed to evolve to reflect this new approach in ways that would shift the market’s perception of the brand, as well as inspire employees to drive innovation into everything they do. As Accenture has 400,000+ people in 200+ cities, doing $33B+ in business across 40+ industries, this evolution is a massive endeavor and a critical piece of the brand’s communication priorities. Working as a team across agencies, a simple but powerful idea was developed: New Applied Now. NEW powerful innovations, APPLIED with deep industry knowledge, insight and design thinking, at the speed and relevance of NOW. The goal was to reflect this unique ability in the brand’s identity and use that as a catalyst for change and engagement among C-suite clients, employees and potential recruits alike.
By contemporizing their strong existing equities – a symbol with untapped potential, a broad color palette, and an affinity for photography - this comprehensive brand refresh is an actionable expression of Accenture’s vision. The new identity is designed to be dynamic and flexible; a core set of brand principles reflect the way Accenture thinks - in a bold, optimistic, energetic, dimensional, fresh and vibrant way. Elements are thoughtfully combined based on priority and relevance, bringing focus, clarity and disruption to communications across media. The new identity was first expressed in January 2017 at the World Economic Forum in Davos, providing an immersive, 360 brand experience. In addition to the events hosted within the two branded environments at Davos - the broadcast center at the Belvedere Pavilion and the lounge space on the Promenade - Accenture communicated their vision across all available platforms, from airport and OOH advertising to digital and social media sites.