Crowe Horwath International has begun a rebranding process for both its member firms and for the network itself.
The network is to become Crowe Global, and it plans to launch an updated website and Twitter account to go along with the rebrand.
The process will see its 200 member firms across the world adopt the name Crowe, which the network said reflected the increasingly integrated and seamless nature of the network as well as its shared values and core purpose.
The move follows the appointment of David Mellor to global CEO at the start of April.
Speaking to the International Accounting Bulletin in February in advance of taking on the role, Mellor hinted at the importance of having a strong brand: “If I look at our network, one of the key things for our client base is to be a branded network with a top-10 positioning that services the needs of multinational operations, businesses. Delivering something like a quality audit, and quality tax compliance and advice, will always be critical elements of the service they will expect from a network such as ours.”
Speaking following the rebrand announcement, he said: “We distinguish ourselves by bringing smart decisions that deliver lasting value to clients, talent, and the communities where we live and work. The rebrand provides the perfect platform for our trusted professionals to continue to share knowledge and resources which are of great benefit to the boardroom and in the countries and markets that we service.
“In future, when you see the Crowe brand name, you can be reassured of the first class quality service that our people deliver on behalf of our clients.”