An independent agency with a 41-year history of creating conversations that powerfully connect people with brands, McKinney is about reinvention and Defying What Is. Their goal was to create a mark that would reflect the firm’s values while capturing a sense of art and science, whimsy and intention.

A dramatic evolution of their existing mark, the new logo provides a sense of continuity while managing to be fresh, approachable and reinvigorating. The three forward facing sides of the cube are loosely representative of the three driving forces behind all they do: Purpose, Promise and Possibility, resulting in a mark that is open to interpretation while coming off as smart, modern and boldly passionate.

“We are ecstatic with the mark. Studio MPLS took the time to understand where McKinney is headed. They helped us to get aligned as a team and delivered a mark that captures our brand and makes us very proud…every single person that sees it feels different about McKinney, in the ways we would have hoped.”