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Personnel Today

McKinsey & Company

by Personnel Today 27 Jun 2000
by Personnel Today 27 Jun 2000

Perhaps this collective self-assurance accounts for the fact that they feel they don’t really need a corporate identity. Even the use of the company name is inconsistent, sometimes appearing in the shortened version of “McKinsey”, at other times “McKinsey & Company”.

“They appear to have put no effort into it at all,” says Hathaway. “In a way I prefer that attitude to Goldman Sachs, which just looks dated. But if you’re just going to use a simple piece of type, you should use it well. They should have had a decent version of the font specially cut, which would at least have been a way of hinting at their heritage.”

Hathaway concedes that there are many other ways of putting over corporate personality, notably in printed literature and signage through use of colour, layout other design variables.

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McKinsey’s rather anonymous logo is probably a deliberate ploy, intended to appease its broad base of clients – it offends no-one, but it doesn’t turn anyone on either.

McKinsey’s reputation for secrecy and a sense of mystique is reflected in its plain, no-nonsense logo, which gives little away.

Personnel Today

Personnel Today articles are written by an expert team of award-winning journalists who have been covering HR and L&D for many years. Some of our content is attributed to "Personnel Today" for a number of reasons, including: when numerous authors are associated with writing or editing a piece; or when the author is unknown (particularly for older articles).

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