Ernst & Young rebrands, E-Y-E-I-E-I-O

 
With the announcement of a new chairman on July 1, Ernst & Young also launched their new brand. They have shortened their name to EY. Mark Weinberger is quoted in the press release announcing his appointment and the rebranding, “Shortening our name will provide consistency and ease of use for EY practices and clients around the world. We have also redesigned our logo, reflecting our new brand name clearly in the design. Our new brand name and logo demonstrate clearly and boldly who we are and reflect the goal we have recently set ourselves to be the number one brand in our profession.”
On the one hand, that they shortened their name to EY shouldn’t be so surprising, when the other major brands in their category are KPMG and PWC (and well, Deloitte). Just because others have resorted to initials does not automatically mandate that they do the same. It certainly doesn’t make sense for them either. Had their name been Ernst, Whinney, Arthur Young & Co. (the legacy names of the firm prior to their 1989 merger), it would have made sense to launch a shorter name. Ernst & Young was, in fact, a short and quite appropriate name. At three syllables, it was a very good length (they could have called it Ernst Young, which would have been even shorter).
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The new logo is fine. It now features the yellow wedge, which has been part of their palette of graphic devices for the past several years. The grey for the logotype works reasonably well with the yellow, giving the logo a corporate but fresh look.
That is all lost though, with such an unfortunate choice of name. There’s always hope. Maybe one day they will merge with Hume Restless and they will rebrand as Ernst Young & Restless. That nearly makes as much sense as EY.
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