Brennan IT overhauls company branding in series of bold moves

Brennan IT has undergone a major brand overhaul as one in a series of bold moves the firm has recently made in pursuit of its stated goal to become Australia’s largest tech services provider.

The almost 30-year-old consultancy has overnight gone from a fairly dated-looking logo with block lettering and a light blue cube-box to a sleek, lowercase bright orange wordmark coupled with an underscore ‘cursor’, while also totally revamping its website and seemingly dropping the ‘IT’ from its name.

Yet, in keeping with its previously understated approach (Brennan has revenues in the region of $300 million and a headcount of more than 1,000, but has typically kept a lower profile until now compared to some of its competitors), the managed services provider and systems integrator didn’t directly allude to the flashy brand update.

That includes via press release, through the firm’s social media channels, or even in a passing note from founder and managing director Dave Stevens. The firm did however release what looked to be a standard corporate video to its LinkedIn page a month ago, featuring the new look and tagline; ‘True Performance. Delivered.’

While the refreshed website delves into the meaning behind the added motto, digging a little deeper and the video has in fact been embedded on Brennan’s site, albeit somewhat buried, with the accompanying text finally giving brief mention to the word ‘brand’;

“For almost three decades, we’ve striven to be more than a systems integrator. We’ve worked to be a partner in unlocking the full potential of technology as it adapts. And now our brand is evolving, with a dynamic refresh that reflects our drive, determination, and focus on delivering true solutions that make a real difference to business success.”

Brad McIntyre, who last month joined the firm from Data#3 as a strategic business development manager, added some input on key points of the actual design, saying that overall it represents a streamlined and efficient approach to IT services and aims to convey a sense of reliability, progress, and adaptability within the ever-changing tech landscape.

“The new Brennan IT logo signifies a modern, forward-thinking approach to technology solutions. Dynamic, angled lines symbolise growth, movement, and continuous improvement. The bold ‘B’ letterform emphasises the company name and brand identity, while the chosen colour palette reflects a modern feel and aligns with the company’s overall image.”

Company evolution

The brand overhaul is just one of the bold moves the privately-held firm has made in recent weeks, with Stevens previously hinting at the potential of an IPO to fuel future growth following Brennan’s $23 million purchase of MOQdigital in 2022, while last year also adding Adelaide’s Nuago to its growing list of acquisitions made in line with a stated national expansion agenda.

Speaking with the AFR, Stevens at the time said the firm would continue its aqcuisitive approach and most likely target deals costing $30 million and up (Brennan recently pulled out of bidding war in that range for AUCyber), adding that while it was in no urgent rush to list on the ASX capital-wise the firm wanted “to stand IPO-ready’ for when the markets opened up again.