BatesCarter has launched a new firm brand and logo focused on the firm’s commitment to consistently exceed clients’ expectations

The new branding includes a two-color, gold and gray, logo. The gold triangle is an arrow that shows forward movement, beyond the boundary of the curved gray arc, representing the slogan "Exceeding expectations. Always." The sans serif, upper and lower case font is intended the firm’s positioning as current, warm, and also having a sense of history.

“As business advisors and CPAs, we help our clients achieve their financial objectives with sound advice, thoughtful planning, and exceptional service,” said managing partner J. Ronald Bracewell in a statement. “Our brand clearly emphasizes the fact that at BatesCarter we always go the extra mile for our clients.”

A promotional package including a folder and seven brochures was created to promote BatesCarter’s services and specialties. Each photo includes the gold triangle to visually show forward movement – exceeding expectations. 

BatesCarter worked with Capstone Marketing of Chesapeake, Va.; Working Design of Atlanta; and See Janet Reed Inc. of Atlanta; to create its new brand.

The new website is at

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