Chortek LLP, a CPA and business advisory firm with a 65+ year legacy of serving private businesses, governmental entities and individual clients throughout the nation is excited to announce a rebranding initiative and renaming of the firm. In 1947, Sam Chortek formed a small accounting firm. Roughly 30 years later, Don Gottschalk joined the firm and they appropriately named it Chortek & Gottschalk, LLP. Over 65 years later, a firm that started with two key partners is now approaching 60 staff members located throughout offices in Wisconsin, Illinois, and Washington, DC.

Over the past year, the firm’s eight partners conducted an in-depth analysis of the firm and how the brand of Chortek & Gottschalk was positioned within the business community. That discussion, along with feedback from over a hundred clients and referral partners, led the firm to investigate a change in its name. After careful consideration, Chortek & Gottschalk, LLP has officially changed its name to Chortek LLP. Shortening the name provides for a more consistent brand message while retaining the legacy established over 65 years ago. Chortek has also launched a redesigned logo that depicts the essence of the firm’s position as a multi-disciplinary professional services organization focusing on four key business offerings: accounting/audit/tax, technology consulting, forensic accounting and mergers and acquisitions.

As a result of the rebranding initiative, every aspect of the firm has been evaluated and amended as necessary, including a new website at, revised marketing materials and a reenergized firm wide vision to focus on serving clients in a proactive and forward-thinking manner and to be known as a trusted advisor.

According to Greg Junek, managing partner, “This rebranding initiative forced us to ask the tough questions and to more thoroughly understand how our clients view us and the services we provide. Through this exercise, we reaffirmed the vision and mission of this firm, gained a deeper understanding of our clients’ needs and established ways to focus on qualities that differentiate us from our competitors.”