(Est. 1963) “Boston Consulting Group (BCG) is a global management consulting firm and the world’s leading advisor on business strategy. We partner with clients from the private, public, and not-for-profit sectors in all regions to identify their highest-value opportunities, address their most critical challenges, and transform their enterprises. Our customized approach combines deep insight into the dynamics of companies and markets with close collaboration at all levels of the client organization. This ensures that our clients achieve sustainable competitive advantage, build more capable organizations, and secure lasting results. Founded in 1963, BCG is a private company with offices in more than 90 cities in 50 countries.”
Carbone Smolan Agency (New York, NY)
Spurred by years of dynamic growth in its business, BCG recognized the opportunity for a renewal in its brand - a renewal that would signal the company’s own evolution, as well as its continued dedication to delivering transformative value for its clients. The new logo establishes a simpler, bolder, and more connected identity that better reflects the firm’s approach to its work, its ideas, and its people. Functioning as both monogram and symbol, the mark forms an unbroken, iconic imprint that is more visually impactful and more digitally legible, enabling greater usability and recognizability across BCG’s growing global footprint.
This new logo represents the culmination of a bottom-up reinvention of the entire BCG visual landscape, achieved over a five year partnership with Carbone Smolan Agency (CSA) that saw the overhaul of the brand’s digital experience, content engagement platforms, recruiting efforts, custom artwork library, and training programs. As the capstone to these efforts, the new logo firmly centers and unifies the refreshed BCG brand universe, and serves as a powerful reminder of the firm’s continuing heritage of restless innovation.
Carbone Smolan Agency provided text
Images (opinion after)
The old logo looked… old. It had a 1980s law firm aesthetic that has not aged well. The new logo, unfortunately, doesn’t seem like it will age well either as it already feels dated. There is something very unappealing about how the letters are forcibly joined as those three particular letters do not blend in an organic way. Looking at the old logo, you can see the same idea at play, with all three letters touching each other but at least they had a safe zone. The “BC” area is particularly off-putting, creating a mass of green that demands more attention from the rest of the more open letters. The hard angle that cuts through the “G” is also kind of distracting as it feels too harsh in contrast to what is supposed to be a flow-y logo. The lighter wordmark I guess is fine. The accompanying graphics are… totally unrelated to nothing. They look like they belong to a scientific/pharmaceutical company and are on loan to BCG. Consulting businesses are very hard to brand — as it’s kind of an ethereal practice — but nothing here provides a sense of clarity or confidence in understanding their business better. Overall, an odd mix of things executed oddly with an expiration date already past due.