Evolution were delighted to appointed by the Worshipful Company of Management Consultants (one of the very prestigious modern City of London livery companies) to design the new identity for a brand new entity being launched. Due to tight deadlines we started the day that we won the competitive pitch for the soon to be launched the Centre for Management Consulting Excellence. It is quite a unique design project to be involved in, as bodies such as this are not created on a very regular basis. The new logo needed to have it’s own strong stand alone identity but also to have a clear nod back to the Worshipful Company of Management Consultants crest as they will appear together at times. The new centre aims to facilitate links between business school academics researching management consultancy and practising management consultants in the UK, to the benefit of all stakeholders.
Management Consulting is a major business in the UK turning over about £9bn pa. The benefits that management consultants bring to their clients are many multiples of this and consequently they have an undoubtedly major impact on UK productivity. The rationale for establishing The Centre is that the performance of management consultants depends on their skill in mediating the best thinking into application in their clients. Consultants have access to a very large amount of thinking about management but, without considerable effort, have real difficulty in identifying the most important new ideas and finding out about them.
Specifically the Centre will:
1. Help to shape the research agenda for management consulting in the UK, and publicise the results of research that could be of value to management consultancy practitioners;
2. Run regular seminars that showcase research of interest to practitioners and provide a forum for exchange between academics and practitioners;
3. Develop a membership community involving all key groups of stakeholders.
Although the new centre has links back to the WCoMC the brief stated that a replica coat of arms was not the desired creative route, that a more contemporary style of logo needed to be developed for use across all traditional and modern media. In design terms we offered a shortlist of icons including some based around the capital letter C, but with a small creative device in the negative space in the centre of the C. We then offered the client a selection of highly legible typefaces, agreeing unanimously on Franklin Gothic Medium Regular, with more prominence on two of the words. It needs to appear a modern and forward thinking, but also inherits the legacy of tradition of the guilds of the City of London. The bold red is that used on the coat of arms for the WCoMC, which is itself related to the bold red in the City of London Corporation coat of arms.
“A major short term strategic objective is to build the identity of the new Centre. Evolution has provided us with a strong logo, identifying the Centre but with clear graphic links to our Livery Company parent, which has attracted a lot of favourable comment since it was recently launched. We are very pleased with the work they have done for us” said Calvert Markham, Director of the Centre. Evolution are also designing a set of stationery for the centre. We will post regular updates on the progress of the centre.
Posted by Neale Gilhooley