Ernst & Young Shake Off Straight Laced Image

Ernst & Young rebrand

The Internet is all agog about Ernst & Young rebranding as EY, largely because of the link to racy gay publication ‘EY’ (Electric Youth) – making a Google images search of the name a delightfully eclectic mix of old school finance and half naked young men.

One Internet user questions how much research went into the rebrand full stop ….

Ernst & Young rebrand

… but look closer everyone, the uncanny colour match combined with an eerie similarity in type face/shape, we all surely must begin to question if it was deliberate! In fact, turn that exclamation mark on it’s side and what have you got … !?

Ernst & Young rebrand

Ernst & Young (sorry, EY) is a global leader in assurance, tax, transactions and advisory services, and traditionally their image has been well, very traditional. Exhibit A below; their previous brand image.

Ernst & Young rebrand

As of 2nd July they officially rebranded as EY when Mark Weinberger took the reins as new CEO and global chairman of the firm. Weinberger says that shortening the name will provide “consistency and ease of use”.

Yes, I do get that, but what’s with the total obliteration of a long standing graphical icon that has been attached to your company brand and logo design for as long as I can remember … surely decades at least!! It’s a strong icon, it’s established, and yet you’ve totally decimated brand equity for no good reason at all.

It boggles my mind as to why they simply didn’t do something like this;

Ernst & Young rebrand

Conspiracy theories about Ernst & Young deliberately rebranding in line with racy gay man totty magazine EY aside, and even if we blinded ourselves to the destruction of their brand equity, we still cannot escape the fact that the new logo design looks cheap, not because of it’s associations, but simply because it’s a lazy cheap looking design, and I’m not sure what that horribly displaced yellow swoosh is meant to be – a bat signal? Who knows.


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