The logo under consideration is that of Accenture, a global technology service and management consulting firm. The total number of employees working for Accenture across the globe is 245,000. The company was established in 1988 under the name “Andersen Consulting,” and the current name was adopted in 2004. Accenture is a globally renowned Irish enterprise specialising in the provision of technology and management outsourcing and consultancy services. It is regarded as the largest consulting firm in the industry and is headquartered in Dublin. Accenture maintains a global presence, with operations spanning 120 countries worldwide.
The renowned logo was conceptualized by Landor Associates in 2000. The fee paid for the Accenture logo was $100,000,000, which was ultimately justified by the company’s subsequent success. The Accenture logo is notable for its engaging and attractive visual presentation, which is achieved through the use of a distinctive font and a subtle metaphorical device. . There is a distinct feeling of satisfaction that arises when one is able to discern the underlying metaphor embedded within a logo. The logo fosters a positive association, evoking a subtle smile. It is notable that logos which do not accurately represent the activities of the company in question tend to evoke feelings associated with the product in question.
Design Elements of Accenture Logo
Shape of the Accenture Logo:
Following a comprehensive three-month research period, the company name “Accenture” was selected. Over the course of the research period, the management and employees of numerous companies proposed in excess of 50 potential names. In a suggestion that emphasized both the future and the act of putting an accent, Kim Petersen of Andersen Consulting proposed the word “accenture.”
In November 2000, the current iteration of the Accenture logo was unveiled, featuring the company name in lowercase letters. A “greater than” sign is positioned above the “t” letter, indicating a forward-thinking orientation. This symbol serves to imbue the logo with a symbolic expression. The letter “a” in the Accenture logo serves to make the company accessible and approachable.
Color of the Accenture Logo:
The black color in the Accenture logo represents the dynamic attitude and excellence of the company.
Font of the Accenture Logo:
The distinguishing feature of this typographic logo is the font. The font utilized for the Accenture logotype bears a striking resemblance to Rotis Sans Serif Extra Bold 75, a design created by Otl Aicher in 1988. The Rotis Sans Serif typeface is employed by the company in a particularly astute manner, with a distinctive approach that is not evident in other logo examples. The Rotis Sans Serif typeface is not a freely available font; rather, it is purchased by companies for use in their logo designs. While this font is commercially available for use by logo design companies, only a select few are able to effectively utilize it to create compelling designs. In addition to the typographic elements of the logo, the use of lowercase letters for the company name serves to differentiate it from other logos.
