16/02/2017

Greater than Before

about

(Est. 1989) “Accenture is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. Combining unmatched experience and specialized skills across more than 40 industries and all business functions - underpinned by the world’s largest delivery network - Accenture works at the intersection of business and technology to help clients improve their performance and create sustainable value for their stakeholders. With approximately 394,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives.”

design by

N/A

opinion/notes

I've never been a huge fan of Rotis sans-semi-maybe-sometimes-serif but if there was one logo where it worked it was in accenture's because of the double "c"s and "e"s that are so particular to Rotis. The new logo drops Rotis in exchange for a Univers-Neue-Haas-Unica-something-or-other — they use Graphik on their site but the wordmark is not exactly that — and it has lost any sense of character. It's not an offensive logo in any way but it's far from distinctive anymore. The greater-than symbol has been made larger too and looks less like an accent as it tastefully did before and more like an icon that's shy about being much bigger. The greater-than symbol, though, takes on new responsibilities as a bold identifier for company messaging, framing text and content in application. Used large and with colorful gradients, the symbol interacts with text in an interesting way and is the more intriguing aspect about this redesign and best appreciated in their website, which is pretty spiffy and crisp-looking. No official case study, so all this is cobbled together from what's on their site and social media but, other than drier logo, this feels like a vibrant reboot very well suited for a giant corporation.