(Est. 1967) “Roland Berger is a global strategy consulting firm headquartered in Munich, with 50 offices in 36 countries. Roland Berger Strategy Consultants was founded in 1967 by Roland Berger. In 2009, the company’s sales were c. USD 850 m. The company, with around 2,400 employees worldwide, is an independent partnership wholly owned by its approx. 220 partners. Roland Berger operates as a generalist strategy consultancy and advises the world’s leading corporations, non-profit organizations and public institutions on management issues ranging from strategy development to performance improvement. Roland Berger’s business is organized into global functional and industry competence centers. Its practice areas include corporate development, marketing and sales, operations strategy, restructuring and corporate finance, and information management. Industry specialties include automotive, consumer goods and retail, energy and chemicals, engineered products and high-tech, financial services, information communications, pharmaceuticals and health care, public services and transportation.” (Wikipedia)
Jung von Matt (Hamburg, Germany)
The striking "titanium B" stands for excellence and strength. Titanium is a tough, high-grade metal used in numerous branches of industry (such as transportation or pharmaceuticals and healthcare) where it is alloyed with many other elements. As such, it also represents Roland Berger's agility, adaptability and resilience and the firm's strong motivation to work with clients and external partners across different industries and countries to develop solutions.
Besides the "titanium B" as the basic logo, the new "liquid B" can also be filled with colors, pictures or even videos to become a flexible symbol of the diverse business lines and areas of expertise the firm offers, providing a visual emphasis of the company's extended value proposition.
Images (opinion after)
Hidden in a kind of terrible color — neither blue nor green nor black but somewhere in between — and a boring configuration, was a fairly decent wordmark if you ignore the "Strategy Consultants" part. It would have been nice to try to rescue some of it. Instead we have a parade of graphic clichés that are almost laughable in how non-ironically they are being delivered in execution and through the press release. The titanium "B" is an extremely amateurish execution — if you are going to go with a steel texture, texture the hell out of it with a good rendering engine, not some half-cooked gradient. (See anything from Brazil's Globo for how to go the Full Monty with steel textures). The "B" then turns into a classic logo-as-window device… wow, never seen that before! The wordmark, my goodness, the wordmark. I don't know who looks at those letterforms and thinks "Nailed it!". Very poor, very inappropriate for a large consulting firm. Even the brand video is like a very long joke and I don't know how effective it is to go with the "Plan B" message as it implies being the second best option. I want my consultants to make my Plan A a reality, not settle for Plan B. Overall, just very confusing and poorly done. The agency responsible looks to be more advertising oriented so — excuse me for any of you doing good design work at an ad agency — it's not surprising that the identity and branding are off point.
Thanks to Branding Source for the tip.