The Brand Journey project is one of the Global Strategic Priority Projects. Its objective is to evolve the global brand to increase its value to the membership, ensuring it is fit for purpose in today’s marketplace and enables business growth.
The project has been driven by the Global Marketing Strategy Committee (GMSC) and has three specific workstreams for development:
• Digital Brand
• Brand Behaviours
• Naming Conventions
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The benefits of this brand investment will include:
• There will be stronger brand recognition globally.
• Stakeholders will have an improved brand experience.
• The brand will have greater relevance to membership.
• The reputational risk to the brand will be reduced.

Member firms need to use the new digital design in their social media posts and social media accounts. Member firms are strongly encouraged to do this as close to the launch date (November 22, 2023) as possible.
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There is a 3-month deadline from the launch date for member firms to complete the social media digital design transition. However, it is expected that most member firms will not need this extended period to transition their social media design and will use them much sooner.  
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Use the Digital Brand Hub to gain guidance on how to be brand compliant online.

Currently, this is only for social media platforms. Phase 1 of the Digital Design Workstream is for social media only. Going forward, all digital channels will be using the new brand design.
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Here is the launch timetable for other digital platforms:
• Phase 1: Social Media (November 22, 2023)
• Phase 1.5: Video Intro/Outro (December 2023)
• Phase 2: Online Advertising, Website, PowerPoint Template, Email Banners, Virtual Backgrounds (January 2024)
• Phase 3: To include additional digital channel requests from firms which have global relevance (February 2024 onwards).

The Digital Brand Hub is the online repository for all information related to the digital brand.

The Hub includes:
• Digital Brand Guidance
• Training Videos
• Links to the Digital Brand Toolkit and Templates
• Questions and Answers

Yes. The Digital Brand Hub is open to anyone in the member firm who is using the digital brand. It is also open to vendors who are using the digital brand on behalf of the member firm.

The network’s existing brand guidelines are based on a print environment. As the transition to digital continues, it is necessary for the Crowe brand to work effectively on the digital channels that our membership primarily use for marketing activities and business development.
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The new digital design optimises our brand for these platforms and ensures our brand stands out.

Start here at the Digital Brand Hub itself. There is a huge amount of information on the Hub which may answer your question.
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If you have further queries, contact: digitalbrand@crowe.org.

The new digital visual design can be used on social media only from November 22, 2023. It will be rolled-out to other digital platforms in the coming months:
• Phase 1: Social Media (November 22, 2923)
• Phase 1.5: Video Intro/Outro (December 2023)
• Phase 2: Online Advertising, Website, PowerPoint Template, Email Banners, Virtual Backgrounds (January 2024)

The membership will be notified ahead of each phase to be rolled-out. Brand Compliance Officers will have detailed information on how to use the new digital brand for each platform ahead of launch.

Yes. The website design will be updated to reflect the network’s new digital design. The website design change forms part of Phase two of the Digital Design workstream and will take place in January 2024.

Here are the planned phases of the digital design project:
• Phase 1: Social Media (November 22, 2023)
• Phase 1.5: Video Intro/Outro (December 2023)
• Phase 2: Online Advertising, Website, PowerPoint Template, Email Banners, Virtual Backgrounds (January 2024)
• Phase 3: To include additional digital channel requests from firms which have global application (February 2024 onwards)

Yes. The Brand Standards Guidance document on the Member Portal is still valid. This document provides information on our network’s brand standards related to printed materials such as:
• Business cards
• Letterhead paper
• Print advertising
• External signage
• Practice brochures
• Event print display boards

No. The digital brand standards are specifically made for digital platforms and outputs. The network’s print guidelines are unchanged and can be found on the Member Portal here.

No. The logo has not changed. The logo, strapline, pinnacle, primary colour palette and brand values are all still the same in the digital brand as the print brand.

The digital design builds on Crowe’s core brand foundations with new digital brand elements to make the brand fit for purpose on all digital channels.

Co-branding is a great opportunity to visually demonstrate our associations with other well-known brands. This can be in the form of deals, sponsorships, event collaborations, and many more. We are developing co-branding guidance for social media on how to apply our logo in these situations. This will be available by the end of January 2024.

No. Our existing icons remain unchanged, although they are not recommended for use on social media channels.

The standards for branded email signatures remain unchanged. Where we are integrating the digital brand into signatures is in the use of promotional email signature banners. A number of firms use these banners to promote specific marketing activities and sponsorships. Email signature banner templates in the digital brand style will be available in the digital toolkit library from February 2024.

No. When posting inside Crowe branded social channels the brand is already present in the avatar and the account name.
Similarly, when a Crowe post is reposted (or reacted to) by an individual the original post, including the original branding, automatically appears in their repost, so there is no need for the logo to be added.
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Posts where the logo may be added:
• posts that recognize a Crowe achievement or individual’s achievement to visually emphasize the connection between the award/achievement and Crowe.
• posts that promote a strategic partnership between Crowe and another organization, such as a sponsorship.
• posts created specifically to be posted by authorized people within their own social channels.

The process is the same for all sizes of 'video intro_outro' template. The copyright and disclaimer has its own layer in the template file.
To edit the copyright and disclaimer text, open a video 'video intro_outro'  template, move the placeholder text layer ABOVE the SmartPath layer to make it visible, then replace the placeholder text with the correct copyright and disclaimer text for your member firm.
Note: The copyright and disclaimer statements are only required for the outro or end sequence of your video, not the intro sequence.
One editing is complete, download your file for use.

White, though not specifically highlighted, remains an essential aspect of our design language. It offers contrast, clarity, and balance, ensuring our designs are both appealing and readable.

Always refer to the official brand palette and utilize the provided HEX or RGB values. This guarantees that the colours display consistently, regardless of the platform or device. However, color may appear different across various monitors and devices. This variance is unavoidable due to user's screen brightness and display settings.

No. Our unified color approach prioritizes brand consistency over the differentiation of asset types.

No. The power of our color approach is in its cohesiveness and ability to offer a consistent brand experience across all
touchpoints. Assigning specific colors to service lines or departments would fragment this. Distinctions should be made using other design devices or labeling.

No. The digital brand standards should be adhered to. The primary typeface should be used or, in instances where this is unavailable, one of the alternative typefaces should be used.

Always refer to our official typography guidelines and use the approved font files and styles. Test these across multiple devices to ensure consistency.

No. Members are strongly encouraged to transition to Helvetica Now as part of their local activation.

The font can be licensed from fonts.com.
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You do not need to purchase the entire font family. The font can be purchased in individual weights – Helvetica Now Display Bold and Helvetica Now Display Regular are the two weights used most often.

There is no specific mandate to use one SmartPath over another. Color bias can be cultural so we are encouraging you to use the SmartPath most suitable for your needs and market. The important consideration is prioritizing the use of our primary brand colors over secondary colors in your communications.

Differentiation goes beyond just individual image choices. Our brand's identity is holistic, encompassing every aspect of our visual and messaging strategy. While we may share photo pools with competitors, our emphasis on authenticity, diversity, and relevance in photo selection, combined with the broader application of our brand elements, ensures we stand out and remain unique.

Image selection should resonate with our commitment to authenticity. Avoid fake, contrived, or computer-generated images (CGI) that might compromise this principle. Always choose images that enhance the intended message.

Yes.  Images of landscapes or buildings can still reflect human stories. The focus should be to chose a genuine images that, even without people, suggest a human connection. Look for moments or scenes that naturally hint at the presence or influence of people.

Yes. An editable PowerPoint file has been developed to assist in quickly creating simple standard charts and statistics. This is accessible from the Data visualization page.

Yes. Crowe Global has provided a core set of infographics in the digital toolkit for use by member firms, as well as providing guidance on how to create your own to meet brand standards.

Yes, to a limited extent. It is important that style and color are applied with a level of consistency to achieve the brand recognizability we are seeking in digital communications and marketing.

We have multiple options for video intro’s to support the variety of video content types across the network. Depending on the content of your video, you can choose the appropriate opening intro.Outro’s on the other hand provide a single point of brand consistency for all network - seamlessly connecting the SmartPath to the Pinnacle, ultimately to the logo.

Yes. A button or link can be placed on the outro sequence above the logo area to direct viewers to subscribe if available, watch more, or visit the brand's website.When adding links or buttons please respect the clearspace area around the Crowe logo.

The templates for intro’s and outro’s are available in the Adobe digital brand toolkit. Registration Form