Our work with McKinsey began a few years ago with the firm’s digital practice, which was fast growing and needed to communicate a clear value proposition to clients. Following digital, we worked with the firm’s analytics group, and McKinsey’s suite of specialised tech assets, called solutions. Now we’ve helped McKinsey develop a new identity for their entire global firm, to reflect the integrated way they work across their firm and how much the organisation has changed. Over half of the work McKinsey does for clients now is in areas that didn’t exist as little as five years ago.

High Contrast

Whilst some things about McKinsey are changing enormously, others – like its commitment to hiring and developing talented individuals – will always stay the same. We therefore decided to embrace this inherent tension by making the idea of ‘high contrast’ a guiding light for the new identity.

“We think the contrast depicts our clarity of thought and our desire to cut through and create change that really matters with our clients. It symbolises our aspiration to bring those qualities to everything we do”

McKinsey Senior Partner, Peter Dahlstrom

Made up of a series of interconnected assets, the new visual identity represents the modern, dynamic way McKinsey is working with clients today. The new script mark, an evolution of the historic serif logo, was redesigned with a modern character to maximise its digital as well as physical presence.

A new dynamic element was introduced in the form of the ‘Partnership Mark’, a mark in perpetual motion that symbolises the agile ways McKinsey’s teams work together and with clients, to achieve maximum impact. Used across communications, the Partnership Mark also resolves into a short-form icon. The core of the identity remains blue – but a new ‘McKinsey deep blue’, contrasted against a clean white, helping to cut through the visual noise we all interact with every day.

Partnering for Impact

The new identity was purposefully built by embracing McKinsey’s commitment to partnership: We collaborated with best-in-class talent to raise the fidelity of every part of the system.

A new bespoke typeface, Bower, named after McKinsey partner Marvin Bower, was created with typographer Radim Pesko to add a singular confidence and clarity to its communications.


A complete data visualisation package was built, alongside data design agency Signal Noise to enable McKinsey clients to see what matters most.

A custom photographic style was developed to give unique fidelity and focus to all imagery and was systemised by the post-production team at The Laundry Room. Finally, working with Territory Studios we created a short film demonstrating the identity in action which was given a one of a kind score and sonic language by Sixieme Son.


Throughout the entire design process, creative implementation partner OPX helped to ensure the execution maintained a high standard, whilst Critical Mass and Duarte prototyped and rolled out real world touchpoints.

The identity began launching globally in February 2019 – find out more about it here. We’re excited to see the change it brings for the firm and the continued impact it has in the world.