McKinsey & Company Rebrand & Brand Identity

McKinsey & Company is a global management consulting partnership. Wolff Olins' 2019 rebrand evolves the firm's historic script logo for screens, adds a Partnership Mark that moves constantly and also works as a short icon, and keeps its blue but makes it deeper. More than half its client work, in design, digital and analytics, had not existed five years earlier, and the firm wanted to show it now helps clients make lasting change, not just set direction.