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McGladrey is actually two companies, united by a partnership agreement – RSM McGladrey, a subsidiary of H&R Block, and partner-owned McGladrey & Pullen. H&R Block describes RSM McGladrey as "a professional services firm consulting mid-size organizations. The company offers wealth management, retirement resources, business and tax consulting, investment banking, and international business services."  (The RSM in its name indicates its membership in RSM International, a network of independent accounting firms in which it is the U.S. representative.)

Essentially, the new McGladrey brand expresses the two firms' December, 2009 agreement to join in "an alternative practice structure." Combined, they are the fifth largest U.S. provider of accounting, tax and consulting services, a competitor to the likes of Price Waterhouse and Accenture.

"We were our industry's best-kept secret" said Mark Audino, formerly a consultant to RSM McGladrey, who came on board just six months ago as Chief Marketing Officer. "It was like owning a Ferrari stuck in first gear."

The rebranding was therefore designed to make "McGladrey" unmistakably visible, expressing its joint presence as a significant player. FutureBrand provided the symbol-dominant logo, designing the symbol to be distinctive but purely abstract (or does it evoke a landscape, perhaps a golf course? Internally, it's been called "the Rothko bars.")  Kass Uehling later refined the mark (notably the color palette) and designed the application system. It will be the signature (monolithic) in all unit's communications.

There is also a unifying tagline, "Experience the power of being understood."

To further express its "big leagues" positioning, McGladrey has plunged into pro golf sponsorship, like competitors KPMG and Accenture, and will now be a significant and sustained advertiser.

Summary of driver ratings estimates:
Structural / Merger of equals: 5%  (to express the 'alternative practice structure' agreement) 
Strategic / Elevate Public Profile: 40%, by choosing visibility 
Strategic / Enhance Size Perception: 30%, by combining and leveraging with one signature
Functional / Increase name impact: 10%, by paring name to the brand essential 
Functional / Increase visual strength: 15%, by providing a visually assertive logo

FutureBrand (logo concept) and Kass Uehling (refinement and implementation)

Submitted by: Tony Spaeth, 5/07/2010
Status: Estimated by Tony Spaeth
Category: Accounting/Consulting
Country (HQ): United States