— Context
Founded in 2022, Accenture Song unites some of the world’s leading creative, design, and digital product agencies with leading creative technology, data and AI companies to form the world’s largest technology-driven creative group. As a relatively new brand operating across global markets and serving as Accenture’s creative arm — Accenture Song must strategically engage clients and effectively communicate its broad capabilities at the intersection of creativity and technology.
—Concept
The identity revolves around the multifaceted symbol of “play.” This symbol captures both the spirit of playful experimentation, the joy of exploration and discovery — and the act of starting a musical experience, as in pressing the “play” button on a device. The name also resonates with Accenture Song’s name. A “song,” as Accenture Song’s CEO David Droga explains, “is the most enduring, relevant form of communication and connection globally — it doesn’t have just one dimension.”