Accounting firm Macias Gini & O’Connell has rebranded itself as simply MGO and adopted the slogan, “Proud to Be Boring Accountants.”

The Sacramento-based CPA firm said it was just acknowledging the truth in the old cliché that accountants are boring and changed its branding accordingly, while dropping the names of the founding partners from its logo.

“We felt it was time we stood up and claimed our craft. It’s who we are, it’s what we love doing,” said MGO managing partner Kevin O’Connell, who calls himself a proud boring accountant. “In a world where CPAs seem to be jacks of all trades, we are master of one, and proud of it.”

The new branding is designed to demonstrate that MGO accountants take their profession seriously, but not themselves, and to emphasize the positive qualities of their “boring” expertise — the judicious, reliable, thoughtful and ironclad approach that helps clients understand how to steer clear of fads and quick fixes while staying focused on strategies that will help them succeed over the long term.

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