Here’s something you don’t hear everyday – an accounting firm actually owning and liking the fact that they are well, boring. One Sacramento-based firm has even gone so far as to rebrand itself with the tagline “Proud to be Boring Accountants.”

Kevin O’Connell, managing partner at Macias Gini & O’Connell, said that it was about acknowledging the truth in the old cliché that accountants are boring that made them decide to change its branding accordingly.

I have to say, although surprising, the concept is rather refreshing.

Not only did they add the above tagline, they also dropped the names of the founding partners from its logo.

“We felt it was time we stood up and claimed our craft,” said O’Connell. “It’s who we are, it’s what we love doing. 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 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.”