What’s the big ID?
I’ve never seen this before, a big wig company promoting their new corporate identity on their home page. Not just by using it, but by linking you to a dedicated web page that showcases the design and hosts a lush video promoting all its virtues. What’s also interesting, is that there’s no verbiage from McKinsey describing who they are, what they do and what their purpose is, to set the scene for design. McKinsey confidently – and rightly – believe, that people know. OK, so some of the justification for the new id is hackneyed: “Our new identity has been designed to communicate a balance between old and new, heritage and modernity”. Who hasn’t had that brief, or used that post-rationalisation? But the design itself is rad and Kevin Sneader, McKinsey’s global managing partner, has an article dedicated to celebrating it as well. It’s very cool, McKinsey, taking this decision to actively promote your new corporate identity and the role of high quality design.