Armanino LLP is an independent accounting, business consulting and technology solutions firm headquartered in San Ramon, California. The firm describes itself as one of the 20 largest independent accounting and business consulting firms in the U.S. and operates as a certified B Corporation. Its current visual identity is a wordmark logo featuring the firm’s name in stylized lowercase lettering.
Design and History
On January 21, 2013, Armanino McKenna LLP unveiled a new brand and visual identity to better represent the firm’s growth and evolution. The rebranding simplified the firm’s name from Armanino McKenna to Armanino, reflecting how clients and members of the business community commonly referred to the firm. Lori Colvin, partner and chief marketing officer at the time, said the change presented an opportunity to project the firm’s dynamism in a simple but powerful visual statement. The new logo appeared on the firm’s website, social media accounts and printed matter on the day of the announcement. The firm’s web address at the time, www.amllp.com, remained unchanged. For designation as a Limited Liability Partnership, the name “ArmaninoLLP” was also used by the firm. [1]
Colvin noted that the rebranding aligned the firm’s visual presentation with what it already stood for and what clients had come to expect, describing the firm’s proven ability to go beyond insight and take clients to timely, practical action and effective solutions. She emphasized that although the firm had a new look, its management, people and services remained the same. [1]
The firm’s own press release, republished on its website, confirms the January 2013 rebranding and states that the new Armanino logo appeared at the top of the release. [2] Accounting Today also reported in January 2013 that Armanino McKenna LLP of San Ramon had gone through a rebranding and updated its logo. [3]
A trademark application filed by Armanino LLP in 2023 describes the mark as consisting of the wording “ARMANINO” in all stylized lowercase letters. [4]
Meaning and Symbolism
The documented rationale for the 2013 rebranding was to better represent the firm’s growth and evolution, and to align its visual presentation with what the firm already stood for. The name simplification to Armanino reflected how clients and members of the business community commonly referred to the firm. [1]
Typography and Design
The current Armanino wordmark uses stylized lowercase lettering for the firm’s name, as documented in the firm’s trademark application. [4] No designer or agency attribution for the 2013 logo has been publicly documented in the available sources.
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