Founded in 1888, McGraw Hill had long been a household name in financial services and education. Early in 2012, McGraw Hill Companies separated its businesses into two independent organizations—publishing and finance. The financial business would become an integrated company with six different holdings: Standard & Poor’s Ratings Services, S&P Capital IQ, S&P Dow Jones Indices, Platts, J.D. Power and McGraw Hill Construction.
Now facing a major architectural challenge, as many acquisitions were being folded into the new business units, McGraw Hill needed to simplify its complex brand architecture to create unity across the entire organization. Additionally, many customers were not fully aware of the brand’s financial services offerings. McGraw Hill needed to redefine itself in a clear, credible and compelling manner.
Extensive research revealed that McGraw Hill had the unique opportunity to demonstrate compelling, purpose-driven solutions. Specifically, with its premium team and unique financial instruments, McGraw Hill could achieve what its competitors could not. This differentiation was the inspiration for the new brand tagline: “McGraw Hill Financial. Essential Intelligence.”
To simplify the brand architecture, Siegel+Gale recommended that McGraw Hill Financial become a larger umbrella brand, creating a whole greater than the sum of its parts. Siegel+Gale worked extensively to develop interactions between the business units, making it easier to develop products collaboratively and to cross-hire. To complement the new message, Siegel+Gale developed a bold visual identity emblazoned with a Mobius logo, which symbolizes forward thinking.
The Mobius logo has taken on a life of its own, and now decorates many offices, lapel pins, desk toys and various assets. Furthermore, McGraw Hill reported, “Our web traffic from May to October is already up close to 500%, believe it or not…The feedback from our clients has been phenomenal.” Since the rebrand, McGraw Hill Financial’s stock price is at an all-time high.