Tuesday, July 2, 2013

New logo: EY


Ernst & Young is one of the four world's major accounting firms, formed in 1989 through a merger of firms dating back to the 19th century. Yesterday, July 1, it shortened its name to EY.

The need to shorten the name to just two letters can be debated. Ernst & Young isn't as unwieldy as PricewaterhouseCoopers, which shortened its name to PwC a few years ago. The stated reason for the change is consistency. Up until now, the full name was often shortened to E&Y and EY. The company also has a new tagline, "Building a better working world", which replaces "Quality in everything we do".

The logo itself is quite straightforward. It includes the two letters and a yellow beam that the company has used as a decorative element for a few years.

The old logo.

"From 1 July we will be called EY. Shortening our name will provide consistency and ease of use for EY practices and clients around the world. We have also redesigned our logo, reflecting our new brand name clearly in the design. Our new brand name and logo demonstrate clearly and boldly who we are and reflect the goal we have recently set ourselves to be the number one brand in our profession." - new CEO Mark Weinberger in a press release

Some images from the reception area of the London headquarters:

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EY

12 comments:

  1. not a big fan of the logo and font choice...the old logo was way better and had more significance.another company who has fallen victim to the boring and meaningless trends of today.

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  2. The font and its arrangement reminds me of the new FX logo. The rising yellow triangle doesn't help mitigate the FOX parallels, either.

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  3. Google image search EY. #justsaying

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  4. I seriously dislike this logo ..................
    old one was way better

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  5. The former Ernst & Young logo was classic and much more iconic. Worldwide, the former Ernst & Young logo is widely recognized. The new branding does nothing and if anything, looks like an amateur cropped and botched Photoshop.

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  6. I prefer Ernst & Young, brought back memories of the journey that the company has gone thru over the years; the merger and the partnership. It sounds more corporate, stable and professional. What is "EY"? No corporate identity feel. Well, everyone is going for "shortcut", they want quick and fast even in naming the company. Sad Sad Sad..

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  7. I like it, I have never liked the old one - good on them from stepping away from the boring corporate feel and trying something different!

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  8. does anyone know the official font for the words "Building a better working world"

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    Replies
    1. Looks like Interstate Bold.

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