Dale Carnegie

Professional Services

Transforming a transformative company.

Dale Carnegie himself established the professional development and personal training industry over 100 years ago. But the company that today bears his name found itself crowded out in the market, and increasingly confused in the minds of its thousands of trainees and franchisees worldwide. The new visual identity we created for them provided just the right spark to infuse new purpose, clarity, and excitement into this revered legacy brand.


Doing business in 25 languages across 90 countries through a network of local-market franchises, the Dale Carnegie brand had become fragmented and unwieldy. Executive leadership recognized an imperative to modernize for the 21st century, with a unified identity and message that would appeal to a new generation of customers, and energize internal staff around the world.


The positioning and identity are grounded in the promise of the Dale Carnegie training program itself: Unlocking organizational potential through personal transformation. With emotional portraiture, a vibrant color scheme, and a new brand symbol that renders the “DC” monogram as a universal icon of metamorphosis, the brand idea is brought confidently to the fore: “Transformation starts here.”


Our “flexibility-within-a-framework” visual system is designed to deliver the global impact of a “one firm” go-to-market strategy, while allowing for local customization to meet franchisee priorities. Within three months of launch, ninety percent of Dale Carnegie franchisees had adopted the new brand standards.

Brand Expression

Brand Expression

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