In 2023, Wood Mackenzie underwent a brand relaunch following its acquisition by private equity. With a long history of branding, a diverse product portfolio, and multiple acquisitions, the company’s identity had become fragmented—products and sub-brands had developed their own distinct looks, diluting overall brand cohesion.

The goal was clear: establish a bold, streamlined logo that differentiates Wood Mackenzie from competitors, cuts through industry norms, and reduces the complexity of sub-branding. The refreshed identity delivers a cleaner, more sophisticated, and impactful look—one that unifies the brand while maintaining its strength and credibility.

Brand typeface

Previously, our brand was fragmented—styling elements, colors, and imagery varied across sub-brands. With the refresh, we embraced simplicity while maintaining differentiation.

Enter the Flex System: a dynamic approach that reimagines our emblem through varied angles, cut-offs, and placements, giving each product and service its own distinct character while staying true to a unified brand identity.