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BRANDING NEWS: BDO unites global brand

Accountancy network BDO has announced that all of its member firms will operate under the same name.

By January 2010 it will have dropped the local suffixes from its member firms in 110 countries which will all operate under the name BDO. It hopes the brand refresh will increase its market share and ensure it is recognised across the industry.

Fairley & Associates worked with the accountancy firm to evolve the brand strategy into a single global trading name, while Greentarget was appointed to rejuvenate its visual identity.

BDO targets small to medium sized and family businesses. BDO director brand and marketing Julia Henniker-Heaton hopes the brand refresh will assert the company among its competitors.

She says, "We are the largest accountancy network outside of the ‘big four' and the single name positions us as a real and credible challenger to the competition."