Mandate: Global chairman and CEO Mark Weinberger says the new name and logo bring consistency, accessibility and vision.
What the graphic-design gurus have to say:
Rio Penabella | Saatchi & Saatchi LA
“I’m surprised they did not evolve the interlocking “E” and “Y” from the old logo into something modern. That could have played on the idea of partnerships between firm and client. The yellow beam has been used in older material, but it is not very unique. It’s like an underwhelming Nike swoosh for the consulting/ accounting world. Or, maybe it’s the bat signal for all your consulting needs?”
Sagi Haviv | Chermayeff & Geismar & Haviv
“The diagonal line is a potentially effective graphic device, but the yellow does not show effectively against a white background. The real problem is the abbreviation to “EY”—any way you try to pronounce that, it doesn’t sound good. The name “Ernst & Young” has a reputation around the world, and I have to think that some of their brand equity may be lost.”