Crowe Horwath LLP rolls out new brand platform

Smart decisions. Lasting value.


CHICAGO (April 26, 2016)—Crowe Horwath LLP, one of the largest public accounting, consulting and technology firms in the U.S., has unveiled a new brand platform: Smart decisions today. Lasting value tomorrow.

“Our new brand identifies what Crowe stands for and is something we were already living on a daily basis,” said Jim Powers, Crowe CEO. “It reflects who we are to our clients, our people, our prospects and our alumni. The focus is on helping our clients and our people make smart decisions today that create lasting value tomorrow. It is important to us that this brand promise applies not only to the external market, but that it applies internally to our people as well.”

According to Powers, the new brand platform is a reflection of Crowe’s growing footprint both within the U.S. and globally, with an added focus on technology solutions. The firm’s expanded reach and broader services and capabilities allow Crowe to help its clients make smart decisions and create lasting value. 

The firm used global branding agency Siegel+Gale to assist with the rebranding. The new brand was created based on market research and an analysis of the firm’s culture, including its management philosophy, core values and vision, as well as existing client and people engagement feedback.

“The new brand is the culmination of our clients’ feedback, our future plans and the firm’s vision, which focuses on deep specialization and operating as ‘One Crowe’,” said Ann Lathrop, Crowe chief marketing officer. “As part of the process of developing a new brand, we asked our clients what they expect from us and that reinforced what our promise to them should be.”

The firm also looked at how the brand platform would apply to its people. In the past year, Crowe has implemented new programs to create lasting value for its personnel including a new mobility strategy, a virtual Crowe Horwath University and an expansion of its diversity and inclusion programs.

The brand platform will be rolled out throughout 2016. Crowe will update its website, marketing collateral and thought leadership with messaging and imagery that supports the new brand. The firm’s logo and core purpose, “Building Value with Values,” remain the same.

“This wasn’t about changing everything,” added Powers. “We are proud of our heritage, including our emphasis on values and measuring what matters. We wanted to expand that focus into a simple brand that will tell clients, prospects and our people what we can help them do.”


About Crowe Horwath
Crowe Horwath LLP ( is one of the largest public accounting, consulting, and technology firms in the United States. Crowe uses its deep industry expertise to provide audit services to public and private entities while also helping clients reach their goals with tax, advisory, risk, and performance services. Crowe serves clients worldwide as an independent member of Crowe Horwath International, one of the largest global accounting networks in the world. The network consists of more than 200 independent accounting and advisory services firms in more than 120 countries around the world.


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Amanda Reich
Amanda Reich