Thirteen years. That’s roughly the point when most homes need some attention. Carpets are worn, colors feel tired, and the decor that’s accumulated through the years doesn’t necessarily match.
The same is true for brands. What was once fresh and edgy becomes commonplace—or worse, it seems dated, like a house with plenty of telephone jacks, but no Wi-Fi. Thirteen years. That’s the last time Deloitte refreshed its brand. Phones with cameras were a novelty. Apple introduced iTunes. Facebook didn’t exist.
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Time has been kind to the Green Dot that rolled out to the world that year. Stakeholders see a green dot today and think Deloitte—and vice versa.
The network and its little, round mascot have prospered together. Our Purpose—to make an impact that matters—has given Deloitte practitioners a common anchor in talking about our organization. We will apply that same principle to Deloitte’s supporting brand elements so that we achieve consistency in the articulation of our brand across the network. Our brand identity refresh, launched on 15 June, aims to create a single brand architecture and identity system so that regardless of where a client is geographically, or what business they interact with, or what device they use to reach member firm professionals, they have a consistent and meaningful Deloitte experience. All the core elements that comprise Deloitte’s visual identity—color, fonts, imagery, and the applications in which they reside—have evolved. We’ve built our new identity elements to provide a consistent brand experience whether it is in print, digital, or on a mobile device—an objective that was only dreamed about in 2003, but that is critical today. Deloitte’s new brand identity goes beyond its visual elements.
It also guides the tone of all our communication, including the written and spoken word, and provides us with the ability to authentically express our personality—confident, clear, and human. Like a home remodel, these changes will occur gradually. Most brand elements and materials for the new system will be in place by the end of August. Building signage will take a bit longer and will be handled on a case-by-case basis to avoid undue expense. It won’t happen overnight. But, the transformation has begun.
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We are building on the strong foundation of our existing brand identity, and making an investment in Deloitte’s future growth and development as the leadership brand in professional services. We don’t know what communication gadgets will dominate our lives 13 years from now—or even five years from now. Gts vore rpg game. What’s indispensable today can become stale quickly. What we do know, however, is that the importance of making an impact that matters will endure. Our Purpose is timeless. And our brand identity will continue to modernize, as we need it to, to ensure Deloitte always stands out among our competitors.
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Deloitte unveiled a makeover plan for its image at its world meeting in Tokyo on Wednesday, 13 years since its last brand refresh. To launch the initiative, Deloitte senior MD of its global brand, Amy Fuller, explaining the changes. 'All the core elements that comprise Deloitte’s visual identity — color, fonts, imagery, and the applications in which they reside — have evolved,' Fuller wrote. 'We are building on the strong foundation of our existing brand identity, and making an investment in Deloitte’s future growth and development as the leadership brand in professional services.'
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The changes to the brand will occur gradually, with the majority of the 'brand elements and materials for the new system' expected to be in place this summer, Fuller wrote. She added that updating building signage will take longer, and it will be handled on an individual basis to reduce costs. Some of the visual changes are subtle, with 'slight refinements' added to the logo and green dot, according to Steve Dutton, senior manager of global communications. Other aspects of the brand refresh include a new typeface (Open Sans) and replacing the blue on its logo with black and white to bring out their 'signature green,' Dutton said via email. All primary surfaces, such as Deloitte communication covers and banners, will feature its 'signature circular super graphic.' The company also created a custom iconography style that is 'purely circular.'
The intended effect is a cleaner look that represents each aspect of all of its businesses. Dutton added that this new look is flexible and suited for a range of messages and mediums. 'The purpose of the brand identity refresh is to create a single brand architecture and identity system so that regardless of where someone is geographically or what business they interact with or what device they use to reach us, they have a consistent and meaningful Deloitte experience,' Dutton wrote.
The blog post also featured a video showcasing the new aesthetic and how it helps 'guide the tone of all our communication.' One of the goals of the brand refresh was creating a consistent brand experience across a variety of platforms, which is 'an objective that was only dreamed about in 2003, but that is critical today,' Fuller wrote.