Review: Cherry Bekaert Brand Identity Make-Over

Cherry Bekaert rolled out a new look earlier this year and I have to say, the results are night and day. The company challenged professional services brand marketing firm Hinge Marketing with a re-branding project that would bring the Cherry Bekaert visual identity in line with the company’s role as a trusted partner in accounting and other vital business matters. The new visual identity also had to appeal to a national and potentially global clientele.

              Old                                                   New

Old Cherry Bekaert logo                                      Cherry Bekaert Logo


The tagline along with the new shortened company name, presented in a fresh new color palette and typeface, is modern but yet still approachable. The mark, a stylized version of the company’s initials, is dynamic, sophisticated but yet friendly. These elements are carried through in the website re-design and reflected in the images and color treatment. I was also pleasantly surprised to find WordPress as the underlying content management system.

                       Old                                                 New

Old CBH website              Cherry New


Overall, this was a successful rebranding effort that brings a somewhat dated brand identity up to date without losing sight of the firm’s client.


2 thoughts on “Review: Cherry Bekaert Brand Identity Make-Over

  1. Permalink  ⋅ Reply


    September 17, 2014 at 10:46am

    I read a lot of interesting posts here. Probably you
    spend a lot of time writing, i know how to save you a lot of time, there is an online tool that creates readable, google friendly articles in minutes, just type
    in google – laranitas free content source

  2. Permalink  ⋅ Reply

    Daniel Roberts

    April 26, 2013 at 6:15am

    For what feels like the past forever years, that “old” look has almost been a requirement for certain industries, especially professional services firms. It’s nice to start seeing more and more dropping the serifs and “pushing ahead” if you will.

Leave a Reply

Your email will not be published. Name and Email fields are required.


You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>