Brand identity plays a critical role in business development. Today it is impossible to imagine a successful buying company that would not have resorted to the services of specialists in the development of corporate design, outdoor advertising, and public relations. All this makes up an integral brand image in the market of services and goods, makes it recognizable, and increases consumer demand if it gets closer to a potential client.
Depending on the tasks set for the management of the company, the initial name and logo can be greatly transformed under the influence of such factors as the difficulty of selling products on the market under an incorrect brand name, the lack of associations with the offered goods and their scope, the inability to convey the idea, mission, and values of the brand through the created logo.
Meaning and History
It is interesting to trace the path of the world-famous brand Deloitte. Its history is unique and indicative and begins in 1845 in London. The founder of the company William Welch Deloitte expanded his company Haskins & Sells, changing the name to Deloitte Haskins & Sell, and overseas, more precisely, in the United States, the company became known as Touche Ross. In 1989 there was a change again – Deloitte & Touche, and since 1993 the brand is called simply Deloitte. Then there were frequent rebranding, and this only increased the client base and the company’s profit. In 2012, this made it possible to sponsor the Olympic Games. The current data for 2020, a landmark historic economic disruption due to the coronavirus pandemic, shows the company earned a record $ 47.6 million from audit, consulting, financial operations, taxation, fines, and legal services. Thus, the business giant became three large companies owned by an individual in the United States.
1960 – 1989
At this time, the logo was represented by a stretched triangle formed by three black ovals. Along the right side was the inscription in large capital letters Touche Ross. In Serif font, all parts of the logo were depicted in black. Presentable, solid, without the unnecessary cumbersome combination of colors and shapes.
1972 – 1989
A characteristic feature of the logo is the shift of graphic accents to the right. So Deloitte became the “top floor,” under which Haskins + Sells were located. Part of the bottom line protruded; it is obvious that the inscriptions visually looked like steps, the bottom was larger than the top. The font also changed: it became slimmer, became more geometric, sans serif, black again. It can be assumed that with this logo, the authors wanted to achieve an association with the company’s rise.
1989 – 1993
The modified logo does not appear for a long time, only for four years. The special thing that catches your eye is the blue color of the new font and the alignment of the words one below the other: Deloitte on top and & Touche below. Beautiful accentuation, successful compositional arrangement played a role in the history of the brand.
1993 – present
In connection with the change of the name, or rather the abbreviation for the word Deloitte, there was a need for a bright accent. It is the black dot at the end of the word with a bright green spot that contrasts with the even black font of the logo.
There is also a short version of the logo – the letter D and a green dot. It appeared because the full version of the logo became familiar to the target audience, and now it is enough to see two graphic symbols, and a strong association with the brand comes to mind.
Font and Colors of the Emblem
The font used is similar to Mediator Narrow Extra Bold. This is a fairly modern and formal version that looks good in an advertising campaign because it does not convey conflicting feelings – it is quite graceful, not hard, not soft, balanced. The authors of this group of fonts are Manvel Shmavonyan and Alexander Lubovenko.
In this case, the main colors are light green, black and white. A bold green accent certainly indicates that the company is thriving and sends the message that customers will be just as happy and successful. In the psychology of color, green symbolizes growth and youth and reliability, help, and support.