Ernst & Young introduced a new look this week as it unveiled a freshened up image and colour scheme.

'Ernst & Young has strengthened its brand, messaging and positioning, in order to present a more consistent and connected view of Ernst & Young in its interactions with its people, its clients and the wider communities it serves,' the firm said in a statement.

Accountancy Age first reported the firm's plans to re-brand in October last year, but this was hotly denied by Ernst &Young's global press office at the time.

But a new look was formally released this week. The strapline 'Quality in Everything We Do' will stay the same, as will the logo, but the firm's 'visual identity' has changed.

The main element of the new look is a grey and yellow 'beam', which represents 'the process of achieving potential' and how to 'harness diverse inputs to affect results', the firm said.

The new brand image will be used in printed materials, in the digital environment, in client reports, on business cards and letterheads and at events.

The move by Ernst & Young is the first re-brand of a giant firm since Deloitte introduced its 'green dot' logo in 2003.

More recently the ICAEW revamped its brand at a cost of 65,000. Grant Thornton unveiled a new logo and colour scheme earlier this year.

Further reading:

Ernst & Young launches rebrand plan