Ranked at number 7 in Accountancy’s league table of international networks and organisations, Praxity unveiled the new look was unveiled at recent conferences in Sydney and Chicago.

The logo comprises a palette of ‘fresh, contemporary colours’ and takes account of cultural sensitivities/avoids adverse connotations in what Praxity describes as a ‘very busy sector’.

Alongside the logo and revised Praxity typeface is a new strapline ‘empowering business globally’, reconfirming the alliance’s commitment to deliver a range of services that enable participant firms to achieve worldwide business success.

The website, rather than a passive platform for information sharing and promoting Participant firms’ services, has evolved into a multi-device compatible ‘active route for accessing practical services and rich, relevant content’. This, says the alliance, sits at the heart of its brand.

The new purpose statement reads: ‘to assist participant firms in finding the best solutions for achieving their clients’ goals, through seamless collaboration within Praxity’s global alliance of independent firms.’

Graeme Gordon, Praxity executive director, said: ‘Technology and globalisation means the accounting profession must evolve to meet the growing needs of users and business’s rapidly-shifting requirements.  We’ve responded to this and the engagement we have going forward with our diverse audience and widespread stakeholders will be more stimulating, relevant and useful.

“We now have a better platform for participant firms to develop and deliver their clients’ services and they’ll be able to more confidently explain the benefits of their Praxity membership.’

Praxity has some 68 participant firms with more than 700 offices in over 100 countries, with over 3,690 partners and 47,600 employees. Their combined turnover for the year ended 31 December 2017, was $5.20bn (£4bn).

Report by Pat Sweet