A.T. Kearney has rebranded itself as Kearney as part of the firm’s new brand messaging, visual identity and approach to communications. The consulting company underwent a comprehensive review of its existing brand and value proposition and gathered feedback from parties including select clients to help define the firm’s approach.
The new name was chosen to reflect the company’s emphasis on community and collaboration. The removal of the initials “A.T.” signals that the firm remains committed to the values and client service of its founder, but also recognizes that its legacy can’t be attributed to any one person.
“For decades, our brand was centered primarily around our heritage, in which we take extraordinary pride,” said Abby Klanecky, Partner and Chief Marketing Officer at Kearney in a statement. “While showcasing our firm’s family name demonstrates that we remain true to our origins, our updated name, brand voice and visual identity are more concise and personal, embracing who we are today.”
Kearney also will eliminate the use of stock photography and move toward using 100% crowdsourced images from Kearney colleagues to showcase their perspectives and worldview. The firm collected more than 10,000 images from its global workforce between October and December 2019 to prepare for this transition.