Grant Thornton debuts new brand identity
Toronto-based accounting firm Grant Thornton has introduced a new brand identity in Canada as part of an international rebranding effort that will take place in 80 countries this year. The new identity consists of a purple logo in the shape of a Mobius loop, intended to represent integrity and flexibility. The company's wordmark has also been updated with a more modern look. In addition, in its communications the company will seek to be more conversational and less formal. "This new brand actively demonstrates our membership in a leading global organization," said Grant Thornton CEO Alex MacBeath. "Clients will now be able to instantly recognize firms offering the Grant Thornton model of client service. In this highly competitive environment, we maintain that we are a different kind of professional services firm, one with a commitment to personalized partner attention and global reach. Doing things differently is a bold stance that requires a different look."