BCG caps image overhaul with new global logo, adds 100 new partners

06 December 2018 Authored by Consultancy.asia

Boston Consulting Group has unveiled a fresh global branding, marking the completion of a five-year identity revamp. 

The Boston Consulting Group is no more. Well, at least in respect to the article of its name, with the global strategy and management firm dropping the formal ‘The’ from its moniker and further dumping the serifs from a freshly designed logo – created to reflect both the firm’s inclusiveness and diversity and its increasingly diversified offerings in the modern digital landscape. “I’m feeling energised,” said BCG CEO Rich Lesser in response to the revamp.

Developed by Carbone Smolan Agency of New York as part of a five-year image upgrade, which included an overhaul of the BCG's digital experience, content engagement platforms and custom artwork library among other areas, the new logo features a wider font (to symbolise the firm’s bold approach) with connected lettering (inclusiveness), in a style more evocative of a modern tech-like enterprise than a traditional and elitist management consultancy.

“Five years ago we had very different visual language, which was very traditional and related to the management consulting we did in the past,” BCG’s global Marketing and Communications leader Massimo Portincaso told Consulting Magazine. “Strategically, it signals that it’s not just BCG the management consulting firm, it’s BCG and all the different components representing the 16,000 employees we have across 50 countries. We wanted the logo to represent that—to be more global, more modern, more connected and bolder.”BCG caps image overhaul with new global logo“To me, our new logo reflects our evolution as a firm and the bold approach we bring to our work,” added Lesser in a post featured on Linkedin. “It is a defining symbol of who we are and what we can do, as well as a powerful reminder of where we’ve been and where we’re going. It also embodies the transformative value we deliver through our work and ideas, as well as our continuing heritage of restless innovation.”

As to the dropping of the ‘The’: “We no longer need it to convey that we are a distinguished firm, and the simplification makes our name more consistent with the diversity of our people and the inclusive culture and values that have always been at the heart of BCG.” Overshadowed somewhat by the launch of the new logo, Lesser also made note of the more than 100 new partners and managing directors admitted to the BCG ranks following the firm’s recent global partner meeting in Barcelona.

According to Lesser, who was appointed as CEO in 2012, this brings the total number of partners and managing directors at the firm to more than 1,200. At the time of his appointment that number stood at around 850, and since then, Lesser has also overseen the launch of nine new offices together with BCG Gamma and BCG Digital Ventures, which now has a headcount of 4,000 plus. Further noted by the CEO: the firm has witnessed a five-year stretch of above 15 percent growth.

An analysis conducted by independent Australian corporate strategy and M&A consultant Eric Chin in 2016 pegged the number of Asia-based BCG partners listed on Linkedin at 185, a shade behind McKinsey’s regional representation of 187 and a long way ahead of Bain’s 117 stated partners. As a breakdown, India, Australia and Japan had the greatest number of BCG listed partners at the time, at above 30 in each jurisdiction, followed in order by Singapore, China, South Korea and Hong Kong.

Related: Boston Consulting Group rebrands to tech-y logo, drops 'The' (on US platform).

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