Tax Talk Bites | August 2019
In tax talk bites, we briefly comment on items of interest to readers.
Our Global Network Baker Tilly is proud to unveil a new logo, visual identity and a new purpose – Now, for tomorrow – as part of the ongoing evolution of the Baker Tilly brand.
Aimed at strengthening and modernising how the network represents itself to its clients, its people, its profession and the communities in which the network operates, all the core elements that comprise Baker Tilly’s visual identity – colour, fonts, imagery, and the applications in which they reside – have evolved.
Speaking on the new identity, Ted Verkade, CEO of Baker Tilly International, 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 all 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.”
The emphasis on a new brand identity reflects Baker Tilly International’s desire for a more unified representation across its global network. “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,” said Ben Lloyd, Baker Tilly International’s Chief Operating Officer.
The new brand positioning was developed after consultation with Baker Tilly member firms’ clients, partners and employees. It is designed to be easier to use and better suited to digital and online use.
David Searle, Staples Rodway New Zealand Chairperson says “Now, for tomorrow speaks to our vision for our clients as we help them navigate toward a healthy financial future for their families, organisations and businesses.”
A global launch event took place in Beijing on 7 December to celebrate this milestone for the network in conjunction with the 30th anniversary of Baker Tilly in China, the network’s largest member firm in terms of people.