One on One with BCG’s Massimo Portincaso on Firm’s New Logo and Rebrand

The Boston Consulting Group (now Boston Consulting Group), today launched a rebranding initiative, which includes a pretty significant logo change for…

The Boston Consulting Group (now Boston Consulting Group), today launched a rebranding initiative, which includes a pretty significant logo change for the 55-year old firm, aimed at better reflecting where BCG is today. To discuss the rebranding and the logo, Consulting magazine caught up with Massimo Portincaso, Partner and Managing Director of the firm, to discuss all aspects of the initiative, including the massive effort from conception to design to roll out. Following an example set by Google a few years back, BCG set out to give the entire firm a unified look and feel. Portincaso led BCG through the entire rebranding process and discusses some of the finer points, including the look of the new logo and the decision to drop the “The” from the Boston Consulting Group brand.

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