Poor Ernst & Young. They shortened their name to EY, released a new look, and provided some really weak rationale for the change. Then the branding and design world ripped into their new logo. Now the Internet is replete with news stories such as “Ernst & Young accidentally rebrands itself as porn” and “Ernst & Young Rebranding Draws Comparisons To ‘Sexy Boys’ Publication EY! Megateen”. Such attention will only serve to make future efforts extremely conservative.
Professional services branding whether it be law firms, consultancies, or accountancies is already incredibly risk averse. This rebranding help ensure the partnerships at organizations such as these wring the creative fire out of any ideas advanced from their marketing teams and agencies. Read more