ARTHUR ANDERSEN: The world's most orange accountancy. As of March 5 '01, Arthur will soon go away

New: Red and orange logo

Launched: January 23, 2000

Story in brief:
The world's largest accounting firm and the world's largest consulting firm bitterly parted company. This is the accounting piece, repositioning itself for the separation. (A year later, the consulting piece would become "Accenture.")

The orange ball and orange/red wordmark are intended "to represent the organization's enduring integrity, inventiveness and global 'one-firm' approach" and a "bold, inventive and maverick spirit."

Credits:
C.E.O. - Jim Wadia, Worldwide Managing Partner
Identity design - Enterprise IG

First Impressions:
Inventive accountants, maybe; but maverick? I'm not sure. And I'm conflicted on this mark. First impression was that it lacks the weight and substance expected in this kind of business partner. We'll have to see what kind of legs it has. One thing's certain: its effectiveness will be unusually dependent on imaginative and sensitive implementation.

UPDATE: March 5, 2001, "Andersen" dropped "Arthur." We'll see what happens to the logo.