BDO Seidman is shortening its name to BDO, joining 115 other member firms of the BDO International network around the world in the rebranding movement.

The larger rebranding effort began Oct. 1, but the network’s largest firm, BDO Seidman, announced the news and the name change Monday. BDO is the world’s fifth largest network of independent accounting firms. The firm plans to advertise the rebranding effort as it celebrates its 100th anniversary this year.

“The adoption of the single ‘BDO’ brand name reinforces our commitment to the BDO international network, even as we celebrate our firm’s centennial here in the United States,” said BDO (U.S.) CEO Jack Weisbaum in a statement. He acknowledged that many of the firm’s clients have been referring to the firm as BDO for years anyway.

BDO plans to conduct a year-long celebration of the firm’s founding by Maximillian L. Seidman in 1910, including historical podcasts on the firm’s intranet, a centennial video tracking the firm’s progress over the past century, and celebrations at the BDO Biennial and BDO Partner Meetings in November.

Staff members will commemorate the centenary through BDO’s 100 Good Deeds program, in which the firm hopes to perform at least 100 good deeds by participating in activities or events that benefit a variety of causes in local communities.

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