Baker Tilly International has launched a new logo, visual identity and purpose – ‘Now for tomorrow’-as part of a rebrand of the Top Ten network.
The new brand has gone live with 70 of Baker Tilly’s firms, with the remaining eligible firms due to take the brand by the end of January 2019.
According to the network, the new brand reflects its desire to create a more unified representation across its global network. Ben Lloyd, Baker Tilly International’s COO said: "Our decision to make this change now is because over the last two decades the Baker Tilly network has continued to grow and evolve and this needs to be reflected in our branding. A consistent brand position makes it easier for people to appreciate who we are, what we do, and how we operate across markets,"
Ted Verkade, CEO of the network, said: “Beyond our expertise and proven capability to serve global clients, we want the Baker Tilly brand to be synonymous with our commitment to building great relationships and having great conversations to ensure great futures. This is what sets us apart. We make decisions now, to shape a successful tomorrow for our clients, our people, our profession and our communities. From today, Now, for tomorrow will serve as both our purpose and our tagline, becoming central to our brand and at the forefront of our communications.
“Growth is at the heart of our business. Our new symbol is inspired by organic growth patterns found in nature. It signifies our capacity to be agile and adaptable to the unique needs of our clients. The wordmark is in all lowercase letters to represent our personal and approachable nature. The removal of the space between Baker and Tilly signifies our cohesive network.”
Reflecting the increasing importance of the Chinese market to the accounting profession, a global launch event will take place in Beijing on 7 December.