Spanish management consultancy Alfa Consulting renews its brand

Spanish management consultancy Alfa Consulting has rolled out a new branding and logo. “We felt that the time had come to update our look to a more modern design, while keeping in-line with our values and mission,” said Ignacio Guerra, CEO of the firm.

Founded in 1996 by Guerra and Ramón Fontanals de Nadal, an industrial engineer by origin who currently serves as the company’s Chairman, Alfa Consulting is a consultancy specialised in business transformation, digitisation, programme execution and innovation.

Since inception, the advisory firm has carried out more than 1,100 projects for more than 350 client organisations, including around half of the companies listed on Madrid’s IBEX 35 stock exchange.

The firm’s refreshed brand better reflects “who we are”, according to Guerra. “Over recent years we’ve evolved as a company and we thought it was time our logo did too.” Among the transitions Alfa Consulting has been through is transitioning its business model to increase its expertise in digital transformation, one of the most in-demand services in the global consulting industry.

As part of the drive, Alfa Consulting accelerated its growth in the landscape following the acquisition of a Spanish digital consultancy in 2015, in a move that added a team of ten consultants to its footprint. Valued at €37 billion globally, the market for digital transformation consulting alone has generated an additional €18 billion in fee income to consultancies in the past year.

Another major change that the consultancy has seen in recent years is its expansion into Mexico (Mexico City) and Brazil (São Paulo) – adding to its already existing two offices in Spain and its hub in Portugal (Lisbon). International markets – Alfa Consulting has to date delivered engagement in over 30 different countries – play a crucial role in the firm’s strategy: an estimated 60% to 70% of its €12 million in income comes from projects delivered outside of Spain, a consultancy industry itself worth over €1.4 billion.

The firm’s new logo has remained faithful to its blue colour (Alfa Consulting’s main colour since launching), however, the brightness of the blue shade has been enhanced. The well-known Greek alpha sign in the logo has been maintained, “it is part of our identity”, with the symbol provided with more colour and shading to provide for a “deeper dimension.”

In addition, “We have included our new claim in the logo,” added Guerra, “’Beyond Consulting’ is our declaration of intentions, it is the way we work. Innovation, commitment, results, digital execution, global support, and talent… on all these facets we go beyond consulting with each of our clients.”

The novel branding was unveiled to the firm’s employees during its Company Meeting held in Málaga, Spain, earlier this summer. The biannual event brings together the firm’s management, consultants and staff from Europe and Latin America to exchange knowledge, learn from external experts and build personal relationships while spending several days away at a plush location.

Speaking with a Spanish newspaper a while back, Alfa Consulting’s CEO expressed the ambition of more than doubling the consultancy’s revenue by 2020. Guerra is joined in his aspiration by fellow partners Enrique Durán Puig, Joaquín Escoda Montal, José Oriol Humet, José Buch Passols and Jordi Zaragoza. “Our new branding reflects our future plans.” 

For clients though, the change will not alter how they engage with the Spanish management consultancy. “Our values remain the same. We combine strategic and design capabilities with deep business knowledge specialised by industry, enabling us to support our customers’ projects with a practical and effective approach.” 

Alfa Consulting is part of Cordence Worldwide, an international alliance of consulting firms with a combined headcount of 3,000 consultants and 70 offices across roughly 20 countries. Member consulting firms team up on business development, work together on engagements and join forces to co-develop through leadership in the marketplace.

Other firms that have associated with the global network include US-based North Highland, Netherlands-based Twynstra Gudde and Germany’s Horváth & Partners.