Professional services firm Baker Tilly unveils fresh global branding

Baker Tilly International has unveiled a fresh global branding, with the new visual identity to be officially launched at an event in China this week.

International accounting and advisory network Baker Tilly, one of the ten largest such networks in the world with over 33,000 professionals, has undergone a revamp, including a new logo, visual identity and tag-line: ‘Now, for tomorrow’. The new identity will be officially launched at a celebration in Beijing this coming Friday to coincide with the 30th anniversary of what is the network’s largest country member, counting 3,000 professionals in China alone.

Featuring sleeker lettering in lower-case black and white, with the former bird symbol set free in favour of an image inspired by organic growth patterns found in nature, the new logo and design is intended to convey agility and adaptability to unique client needs, as well as the international network’s cohesiveness (the space between ‘Baker’ and ‘Tilly’ has been removed) and its personal and approachable nature – signified by the lower case lettering.Above all, the brand overhaul has been made as an effort to strengthen and better unify Baker Tilly’s representation among its global member firms, with more than 70 already adopting the brand and the remainder across its 130 territories set to follow by the end of January. The move follows in the immediate footsteps of competitors HBL, which unveiled its new brand in Singapore last month, Crowe, which launched a new design and abbreviated name earlier this year, and RSM, which pursued a similar marketing strategy a few years ago.

Baker Tilly said the new brand positioning was developed following consultation with its member firms’ clients, partners and employees. “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,” said Baker Tilly International Chief Operating Office Ben Lloyd. “A consistent brand position makes it easier for people to appreciate who we are, what we do, and how we operate across markets.”

In Asia, Baker Tilly has a presence in 21 countries: Afghanistan, Australia, Bangladesh, Cambodia, China, Hong Kong, India, Indonesia, Japan, Korea, Macau, Malaysia, Mongolia, Myanmar, Nepal, New Zealand, Pakistan, Philippines, Singapore, Sri Lanka, Taiwan, Thailand and Vietnam.