Nexia International is a global accountancy network with US$3.1bn fee income. It was prompted to review its brand and firm up its position as a top ten player, following moves from a number of rival networks to consolidate under one brand. An extensive global review of the market and research conducted with member firms and their clients identified Nexia’s true advantage to be the strength of the personal connections across the network and with clients. This is captured in the proposition, ‘Closer to you’, which also communicates Nexia’s global reach.
The proposition is also reflected in the link symbol. The use of gradient creates a dynamism that works well online and in print, alongside the Effra typeface, chosen for its clarity and the way in which it complements the shape of the logotype. The new teal colour is distinctive, fresh and unique to Nexia International. The new brand has the flexibility to allow larger firms with established brands of their own to carry the Nexia brand endorsement whilst retaining their own identity. Other younger and smaller firms have the option of adopting the new Nexia brand in full.
Dal Cheema, Marketing and Business Development Manager at Nexia International