Four Principles shortens its brand to FP

Four Principles, a leading consulting firm with offices in Dubai and Riyadh, has rebranded from Four Principles to FP.

The fresh brand and visual identify was launched earlier this week, accompanied by a revamped website. In a statement, FP said the simplified name reflects the firm’s “commitment to innovation and client-centric solutions in the field of management and digital consulting.”

While the move marks a notable shortening of its brand, the change is not big for its clients and inner circles, who already referred to the consulting firm as FP. The company’s red and grey colour palette and fonts have meanwhile remained untouched.

“The new logo was designed to be easily identifiable and better suited to digital and online use,” stated FP about the transition. In similar moves, Boston Consulting Group previously pushed BCG more to the forefront of its online branding, while PricewaterhouseCoopers years back adopted the much shorter PwC brand.

Established in 2010, FP provides a range of management consulting services geared at operational excellence, such as process management, agile, lean, six sigma, and kaizen. Building on its mission to embed continuous improvement at its clients, FP accompanies its award-winning offerings with expertise in change management, culture, and learning.

FP also advises and supports clients in areas such as operations, procurement, and digital transformation, the latter being one of the firm’s fastest growing lines of business.

New website

FP’s services are more clearly showcased on its new website, which offers an improved overview of what the firm does, an introduction to its team, a glimpse of its culture, thought leadership, and client success stories.

Commenting on the visual transition, Seif Shieshakly, Co-founder & Managing Partner of FP, said: “We are excited to introduce our new identity, alongside our new website, which represents a significant upgrade in how we engage with our clients, candidates and partners. Our goal is to provide a user-friendly platform that not only highlights our consulting solutions but also serves as a valuable resource for industry insights and thought leadership.”