By Roz Allyson, CPA, MA Managing Partner
At the end of May 2021, the last of Mahoney’s original 8 partners retired. The founding partners had a vision of a firm that provided excellent service and was fully committed to not only its clients and employees, but also the community it serves. It was important to our legacy partners to work in a collegial environment. While we continue that same commitment, we felt it was time for a rebrand.
We collaborated closely with accounting marketing agency Ingenuity Marketing Group in St. Paul to work through the rebranding process. After conducting their branding research, Ingenuity recommended shortening the firm’s name to Mahoney. Derived from an Anglicized Gaelic surname, Mahoney stands for strength through its association with the word “mathghamhan,” which means, “bear.” The attribute of strength fits our strong and well-regarded reputation in real estate and not-for-profit organizations, our depth for solving technical problems and our collaborative environment that results in high staff retention and promotion. The fact that the name still represents a founding partner was also appealing to us because it incorporates our firm’s history into our branding. In addition, we are already well known in the profession as Mahoney.
In creating our new logo, we brought bear symbolism into our abstract glyph of the orange bear claw to represent strength, but also multiple contact points available to team members and to clients. Our new logo is bright and lively and shows that we continue to move forward with new energy.
Just as our firm’s name evolved with new leaders over time, Mahoney’s brand is collaborative and evolving with a current focus on using data and relationships to move our firm and clients forward. Our multiple certified QuickBooks® ProAdvisors and the addition of Client Advisory Services (CAS) bring an innovative strength to client data and KPIs, which are the building blocks for business and organizational strategies.
I am happy to announce that in May 2021, our new logo received a national Marketing Achievement Award from the Association for Accounting Marketing (AAM)!
Thanks to Ingenuity Marketing Group for helping us with the fresh re-design.
Learn more about our firm’s story here.