Andersen Consulting’s new identity is the work of Landor Associates in San Francisco.
The new look, launched last week, is aimed at differentiating the management consultancy and strengthening its leadership position. The firm, with an annual revenue of 35bn, has 53 000 staff in 137 offices worldwide.
Andersen Consulting global managing director of marketing and communications James Murphy says more than 62m in the fiscal 1999 will be spent on image-building to support the new brand-positioning.
This is the first change to the logotype – from Palatino to Rotis – since Andersen Consulting was set up in 1989. The new logo is formed of the monogram AC and the full name. The 24-colour applications “give the logo versatility in expressing the creative and customised business solutions the firm offers its clients”, says an Andersen spokesman.
The firm’s website and biannual business magazine Outlook have been redesigned by US group Pittard Sullivan and Landor respectively.
The new identity will appear on internal and external signage.
Implementation across Europe is being handled by Real Time Studio, the group which took on Andersen Consulting’s 25-strong design arm, Creative Design Services, last year (DW 2 May 1997).