NORTH LONDON Top 50+50 firm Berg Kaprow Lewis is to launch a new logo and strapline as it seeks to update its image, Accountancy Age has learned.
The firm will now be known simply as BKL, accompanied by the strapline "Delivering. Challenging. Thinking.".
"We're still what we've always been, but we're modernised and up-to-date," BKL partner Myfanwy Neville, who led the rebranding process, told Accountancy Age. "We wanted it to say to existing clients: we haven't changed overnight into a firm you don't recognise, but also to reinforce their view of us as a growing and dynamic firm of bright, capable and enthusiastic people."
The abbreviated name has already been used in the firm's online URL, e-mail addresses and divisions, and as such it is not seen as a significant departure from the existing branding.
"We wanted it to reach prospective recruits to BKL - we are always looking to bring more like-minded people on the bus - never more so than now, with mandates out hiring from partner to junior level," Neville said.
"The five years to 2012 coincided with the recession," said managing partner Jeff Hartstone, who took the post in that year. "The strategy employed at that time was one of not taking risks, making sure cashflow was good and looking after our clients, and as such we didn't really invest in the practice. We were starting at a new birth as not much had happened for five years."
The updated brand will be launched towards the end of the year, with no firm date set as yet.
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