This rebrand focuses on refreshing an international giant to stay true to the brand, but can keep up with the modernization of their competitors. Looking at Deloitte, EY, and McKinsey, KPMG ages themselves with their logo and branding. My goal going into this rebrand was to stay true to history of the brand but bring their imagery into the modern landscape,
Before even starting to think about starting to redesign, I focused on the background of the brand. KPMG has four main areas of focus: Audit & Assurance, Tax & Legal, Advisory, and Private Enterprise. The Dutch firm was founded by Klynveld, Peat, Marwick, Goerdeler with the mission of creating sustainable change for their clients as well as society through risk mitigation and grasping opportunities. The competitive environment is a key aspect of KPMG's daily business and they are losing market share to the other three firms in the "Big Four". They are also is not perceived as independent or adventurous which makes the firm seem stiff and behind on innovation.
I really wanted to focus in on the motif of four that seemed like the keystone of the brand. Their current color palette seemed two dimensional and I felt like I could make it more complex, but still simple enough to be deployed across all applications. To show my ideation, I created the animation below:
Below is my final mark which encapsulates all four elements of the brand using an updated color palette:
I also created a brand guide in order to make sure that the redesigned elements are used properly and consistently with the rest of the brand's identity. The one-page brand guidelines are shown below:
Finally, I created mockups of the new identity shown how employees will interact with it on a daily basis. This step allows me to really get a feel for what the rebrand will feel like once it is physically tangible.
