Accounting firm Citrin Cooperman has changed its logo and other branding for the first time in 30 years.

The new branding includes a redesigned website and logo to communicate how the firm has evolved to provide dynamic business advisory services to owners and entrepreneurs, to increase the value of their business and personal enterprises.

Citrin Cooperman commissioned a branding firm to work with its marketing department on the project. Research involved interviewing clients and referral sources over the last year to help guide the firm’s new direction. In interviews, the themes of “dynamic,” “energetic,” and “not typical or expected from a CPA firm” emerged.

“The evolved brand is exemplified through our best-in-class professional advice, full range of services, expanding range of capabilities, and our energetic and dynamic culture that influences how we approach each project,” said managing partner Joel Cooperman in a statement. “It reflects our commitment to our clients’ success through more than just accounting, audit and tax services. Over the years, we’ve embraced the challenge of proactively helping clients grow in meaningful ways, and the new brand encompasses a number of business advisory services.”

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