Ernst & Young has a brain fade: I know let’s change our brand…something young, hip…gay?

Ernst and Young has gone through a brand change, they decided to go from the full name to a more hip, young look…that turns out is also very gay.

Ernst & Young recently embarked on a massively expensive rebranding project. They’ve changed their logo, name, and company colours. In case you hadn’t heard, they’re now called ‘EY’. Delightful. Here’s their new corporate logo.



Except that they apparently failed to hit up Google for the phrase “EY” at any point in the rebranding process.   

If they had, they might have had misgivings. Please enjoy the following screenshot.



You’ll notice that there’s an awful lot of barely-legal male model skin there, attached to a higher proportion of speedos, smouldering eyes and gaping mouths than you’d ordinarily associate with a financial services megabrand.

It turns out that EY! is a limited-distribution gay teen magazine which was discontinued in 2011, but enjoys strong organic search results on the net, owing to the, erm, consumable nature of its content.


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  • Igotta Numbum

    Branding done by

    Total fail lmao

  • blokeintakapuna

    Someone at EY are face-palming themselves until it hurts…
    other’s might be just googling and palming themselves… like a certain male Labour Party MP entertaining a barely-legal teen boy in the deputy leader’s house – where the barely legal boy had to flee naked at 3am to flag down a police car…
    …and all because there was confusion about a sausage roll and ginger nuts…

  • opusx

    As the immortal Higgins would say…”Oh, My, God”

  • PlanetOrphan

    Genius M8! , They just wants people to smell their armpits …..
    Didn’t catch one image when I googled it.

  • Cadwallader

    Put a “K” in front of it and it becomes a National Party advertisement!

  • Justsayn

    Good on you EY. I knew you were different from those other firms that still trade under long winded names like KPMG and PWC. You no longer has to be a “partnership”, you’ll soon be able to marry.

  • jonno1

    Is it pronounced “Eh” or “Ee-why”? Serious question.

    • PlanetOrphan

      Still be Ernst & Young wouldn’t it ?
      (MS or Microsoft ?)

  • OT Richter

    I’ll have some KY with my EY.

  • baw

    Have they anything better to do. They are accountants. Every minute they focous on this they can not focous on making profit.

  • out2lunch

    The typography and just the general logo are really bad. Has a very 80’s feel to it. Looks like the Budget car rental logo as well.

    • thor42

      I agree.

      Their old logo was much better. More “snappy” looking, very “corporate”. The new one looks like a 10-year-old’s effort.

    • OT Richter

      ASB has the yellow and gray scheme covered also.