Ajen Sita, EY Africa CEO says, "The rebranding coincides with the firm's global Vision 2020 strategy which is about repositioning EY in the context of the competitive environment we operate in. It reflects our desire to focus on qualities that differentiate us from our competitors. We have a strong desire, a responsibility even to build a better working world."
From today, Building a better working world, will serve as both EY's purpose and its tagline, becoming central to its brand. The newly appointed EY Global Chairman and CEO Mark Weinberger says, "At EY, building a better working world has always been our purpose and we are now capturing that in an explicit and concise way. We know that building a better working world is an ambitious objective but it is an incredibly important aspiration and will be front and centre of everything we do as an organisation."
At the same time, EY is also taking the opportunity to simplify its name and redesign its logo. From 1 July it will be called EY. Shortening its name will provide consistency and ease of use for EY practices and clients around the world. Its logo has also been redesigned, reflecting the new brand name clearly in the design.
Ajen says, "Our brand name and logo are important indicators of who we are and what we stand for. Now we are taking the opportunity to strengthen and modernise how we represent ourselves in markets around the world to our clients, our people and the communities in which we operate."
Ajen comments, "The things we do as a firm contributes to a better service to society, and recognising this, places a higher purpose on what we do. With these changes our values remain very important and will remain the bedrock of our culture where our people demonstrate integrity, respect and teaming, and have energy and enthusiasm. Our people have the courage to lead and build relationships based on doing the right thing."
