Intuit has begun applying the ProLine brand, already introduced with its new research and Internet-based tax products, to all professional tax and accounting applications on its Internet sites.

The company has not discussed whether actual name changes are planned. However, the phrase "Intuit ProLine Products and Services for Accounting Professionals" has been placed at the top of Web pages for the ProSeries and Lacerte tax packages,  QuickBooks and QuickBooks Payroll, productivity tools such as the Accountants Work Exchange and EasyAcct, and the QuickBooks ProAdvisor program.

A spokesman would not comment on whether the newly acquired PayCycle, Internet-based payroll application, would be renamed under the ProLine brand. However, company executives have said that PayCycle will replace Intuit's current Web-based payroll offerings.

This month, Intuit announced its ProLine Online Tax Edition at the Illinois CPA Society's Midwest Accounting and Financial Showcase and earlier had debuted the ProLine name with its Intuit ProLine Tax Research, powered by BNA. The move is in line with declarations from CEO Brad Smith that the company wants the Intuit name to be recognized more widely.