Accounting firm association IGAF Polaris is now PrimeGlobal, announcing a new name, identity and Web site Tuesday.

Last year’s merger of three international associations to form IGAF Polaris makes the newly anointed PrimeGlobal the third largest association of accounting firms in the world, with 350 independent public accounting firm members with combined annual revenue of more than $2 billion.

“The integration following the 2011 merger of IGAF Worldwide, Polaris International, and Fidunion International proceeded more smoothly than any of us ever dreamed,” said Raymond Buehler, chairman of the World Board of Directors for IGAF Polaris, in a statement. “In just one calendar year, we have truly become a family of independent firms, where relationships are strong and business opportunities for our members and their clients are greater than ever before. The association needed a name and identity to better reflect this position of strength and show that we are much more than the sum of our pre-merger parts.”

The new identity, unveiled to members during the association’s World Conference in Copenhagen in early July, is accompanied by a new logo. The logo’s colors are meant to reflect PrimeGlobal’s membership diversity, with a globe shape representing its reach and ribbons illustrating membership unity, according to the announcement. The new tagline is “An Association of Independent Accounting Firms.”

“We believe our new name, logo, and Web site set PrimeGlobal apart in the same way that our member firms’ expertise, relationships and global connectivity set us apart from many other associations in our market space,” stated PrimeGlobal CEO Kevin Mead. “Underlying the new look and feel are all the core values our association stands for: international reach, strong personal connections, technical depth and experience, and elite quality and service.”

The association’s new Web site at www.primeglobal.net has an expanded directory search and industries list.

“The PrimeGlobal name and identity extend the promise that began with our merger,” said Edward A. Davis, current chairman of the World Board of Directors for PrimeGlobal, in a statement. “We agreed from the beginning that relationships between firms must be forged stronger than ever, but without the restrictions imposed by operating as a network. In just our first year, we have reached that goal. The merger has provided us with the necessary resources to meet growing international client demands, not just geographically, but via a range of skills and expertise and strong commitment to personal service.”

PrimeGlobal’s membership ranks include 2,200 partners and 17,000 employees in 90 countries around the globe.

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