Despite their rapid success, Bearing Point was telling a brand story that was too technical, uninspiring, and unrepresentative of what they are like as a business, a common problem in their sector.

The core brand idea of ‘Adaptive Intelligence’ speaks to the culture and value of the organisation and encompasses Bearing Point’s intellect, agility, and flexibility combined with its humanity.

In order to signal this change a new and vibrant visual identity was needed. The visual language took the existing equity of the Bearing Point logo and expanded it
to an adaptive contemporary grid that interacts with imagery, colour and type.

Agency / FutureBrand     Team / Satveer Kaur

© 2014 David Waters

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