After 25 years of steady growth in business consulting, Plante Moran believed its identity needed an update to reflect its larger presence and an increased emphasis on customer commitment. It was determined to engage a partner that could craft a new logo based on a deep understanding of the Plante Moran brand.

Quell designed a new identity that maintained the firm's heritage while relaunching it with a fresh look. A contemporary typeface is supported by a decisive stroke, representing the signature of the dedicated Plante Moran employees who put their name on the line for clients. Quell established identity standards and applied to all company materials, including headquarters signage.