Atlanta-based Top 100 Firm Habif, Arogeti & Wynne LLP has changed its name to Aprio.

The name, which is derived from root words for head and heart, was created specifically for the 65-year-old firm, and is meant to symbolize its combination of “technical expertise, deep engagement and genuine care.”

“Our name defines what it means to be a CPA-led business advisory firm today,” said chief marketing officer Danielle Berg in a statement. “Serving clients in today’s complex marketplace requires us to bring the very best of our head and our heart to work every day – precise, clear advice coupled with genuine care for our clients’ best interest. Combined, these create exceptional experiences and lasting relationships that benefit our clients.”

“The business of accounting has shifted dramatically. Our growth strategy centers on the organic growth of our practices and the acquisition of other businesses that either complement or can expand our service mix,” said Richard Kopelman, managing partner and chief executive officer, in a statement. “Aprio better reflects who we are and what we offer as a firm.”

The new brand is being launched with the tagline, “Passionate for what’s next.”

The firm ranked No. 52 on Accounting Today’s 2016 Top 100 Firms list, with $73.53 million in revenue.

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