Baker Tilly launches new visual identity, logo and tagline

Accounting and consulting network Baker Tilly has launched a new logo and visual identity. The new branding has been rolled out across the majority of members firms, with the remainder set to follow suit before February next year.

According to Ben Lloyd, Chief Operating Officer at Baker Tilly, the new brand identity better reflects the firm’s desire for a more unified representation across its global network. The network has grown strongly over the past two decades to its current size of 33,000 employees based in more than 140 countries, however, in the process the firm has built-up a large number of sub-brands. Firms which joined the Baker Tilly International network commonly maintained their local name as part of branding, such as Baker Tilly Virchow Krause in the US, Baker Tilly Roelfs in Germany, Baker Tilly Berk in the Netherlands and Baker Tilly TFW in Singapore.

In a bid to bring more consistency to the table, the network has now harmonised its brand globally. Lloyd explained: “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.” Alan Whitman, the CEO of Baker Tilly US, added “A strong brand creates awareness; a global brand does even more – conveying a reliable and trusted reputation anywhere in the world.”

Besides offering a more coherent approach, the new brand – developed after consultation with Baker Tilly member firms’ clients, partners and employees – is designed to be easier to use and better suited to digital and online use. Commenting on the new logo, Ted Verkade, CEO of the network, said “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.”

The global launch of the new visual identity took place yesterday, with more than 70 firms unveiling the new identity in their marketplace. Not all member firms have however transferred immediately – firms have been given until 31 January 2019 to complete the transition.

Now, for tomorrow

Underpinning the strategy is a new tagline which captures the firm’s purpose. “The tagline 'Now, for tomorrow’ serves as both our purpose and our tagline and will from today onwards be at the forefront of all of our communications. 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,” said Verkade. Whitman: “Disruption is all around us and standing still is not an option. We aren’t afraid to have tomorrow’s conversations today. We embrace the unknown because of the possibilities it can bring.”

To celebrate the milestone, Baker Tilly is organising a launch event in Beijing on 7 December in conjunction with the 30th anniversary of Baker Tilly in China, the network’s largest member firm in terms of people (3,000 staff).

In 2015, rival network RSM completed a similar rebranding effort. As part of its global rebrand, RSM dropped the ‘International’ part of its name and incorporated a refreshed new logo for its member firms across its footprint.