January 5, 2010 / 6:16 PM / 10 years ago

BDO accounting firms rebrand under one name

NEW YORK, Jan 5 (Reuters) - BDO, the fifth largest global accounting firm network, said on Tuesday all of its member firms in 110 countries will now go by the single name “BDO.”

The firms, which have 1,138 offices worldwide, began operating under the BDO moniker at the beginning of their year, rather than their former traditional names like BDO Seidman in the United States and BDO Stoy Hayward in Britain, the company said.

The name change process for the firms began in October and has been paired with a “refreshed visual identity,” the accounting firm network said in a statement.

Mid-tier accounting firms like BDO and Grant Thornton have brought stronger focus to their branding efforts over the past few years as they try to compete with the “Big Four” accounting firms, Deloitte & Touche [DLTE.UL], PricewaterhouseCoopers [PWC.UL], Ernst & Young [ERNY.UL] and KPMG [KPMG.UL]. (Reporting by Emily Chasan; Editing by Steve Orlofsky)

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