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January 27, 2023

What Do You Guys Think of Mazars’ New Logo and Rebranding?

Old logo

It’s been a while since a top 25ish accounting firm in the U.S. has rolled out a new logo and rebranding. Baker Tilly is the last one that I recall when it ditched the bird logo in late 2018 and went to a lowercase font for its name with a logo that’s in the shape of a guitar pick.

But the latest global accounting firm to give its brand a makeover is Mazars, which dropped the M and compass logo and uppercase MAZARS in favor of a lowercase mazars with a darker-colored “m” and lighter-colored “azars.”

Personally, I always thought Mazars’ old logo was kinda lame, but this new logo looks like something my 11-year-old daughter could create using the PicsArt app on her iPad.

New logo

And do branding geniuses nowadays want accounting firms, like Baker Tilly and Mazars, to move away from capitalizing their name in favor of a lowercase font because it’s more hip to the young’uns? I dunno.

In an interview with Accounting Today, Victor Wahba, chairman and CEO of Mazars in the U.S., said the rebranding was two years in the making and “it’s part of a broader evolution of Mazars globally and here in the U.S. It’s designed to reinforce how we work together as one team and across all 90 of the countries that we operate in.”

But my favorite quote from Wahba in the AT article is this:

“While Mazars isn’t a household name here, it is recognized through the globe and in parts of the U.S. With the new launch, we expect that the brand will be further elevated and associated with the U.S.,” Wahba explained.

Oh I think Mazars is a household name in the U.S., Victor, because of this guy:

Mazars rebranding highlights global scope [Accounting Today]

Related article:

What Do Y’All Think of Baker Tilly’s New Logo and Tagline?

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2 Comments

  1. what the f**k. Their old logo looked so much better. New one just looks like some hip startup software company.

  2. What’s up with the exaggerated serifs? It looks forced and like it doesn’t belong. Is the exaggerated letters a nod to something historical with them we don’t know about?

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