We started with the thought that’s always been central to McKinsey: partnership, not just within the firm, but between the firm and its clients. We evolved the famous McKinsey logo to give it a more modern character. With typographer Radim Pesko, we created an authoritative new typeface, Bower, named after the pioneering McKinsey partner Marvin Bower. We introduced an animation, the ‘Partnership Mark’, to symbolise the agile ways McKinsey’s teams work together and with clients. We designed a system to help McKinsey visualise complex data, and we created a new photographic style. The core of the identity remains blue, but a new ‘McKinsey deep blue’, contrasted against a clean white, helping to cut through the visual noise we all interact with every day.
A new presence
The new identity was launched globally from February 2019 onwards, and is already helping evolve McKinsey’s presence, both in the client world and in the talent marketplace.