McGrathNicol is an Australian legal and corporate advisory firm, a leader in its field in Australia and New Zealand that helps companies make better decisions. Yesterday, on July 28, it launched a new visual identity, created by Sydney-based agency Hulsbosch.
Hulsbosch say they have developed a brand strategy that communicates the firm's experience and commitments to its clients. Visually, the new logo is a monogram made up of the initials M and N drawn with multiple lines. These lines reflect the company's "diversity of their business offering in the marketplace" and appear throughout the identity in a display typeface.
A bright a cheery video showcasing the new branding:
From a press release:
"McGrathNicol is a market leader in Australia and in New Zealand. They have earned a reputation for achieving innovative, high quality results recognised with high profile Australian corporate projects.
Preparing to celebrate its tenth anniversary and also making plans for the future, the brand positions McGrathNicol as the ‘go to’ firm for expertise in advisory, forensic, transactions, restructuring and insolvency.
Hans Hulsbosch, Executive Creative Director, Hulsbosch commented today “McGrathNicol are constantly responding to complex business opportunities, and therefore making bold decisions. A bold, contemporary vision reflects a change in business operations and a perception as the clear leader in the market. ”
Together with McGrathNicol, Hulsbosch’s research, insights and strategic planning informed a brand blueprint that positions the business as a compelling strategic asset for large-scale Australian businesses leaders and decision makers. The brand solution promotes McGrathNicol as an experienced team, committed to solving Australia’s toughest business challenges and maximising client’s opportunities.
The new identity is distinctive, inspiring and will be an enduring corporate brand. The logo is a carefully crafted monogram using the 'M' and ’ N’ initials from the name. The multiple lines that create the monogram represent the diversity of their business offering in the marketplace. The dynamic angles in the monogram represent McGrathNicol helping clients to improve business outcomes.
Robyn McKern, CEO, McGrathNicol says “Working closely with the expert team at Hulsbosch we have achieved a visual communication that effectively encapsulates who we are and our offer to clients. As McGrathNicol enters its second decade, we are excited by the sense of invigoration that has been derived as much from the process of distilling our brand attributes as from the boldness of the final result.”"