Fort Worth, Texas-based accounting firm Weaver and Tidwell is now dubbed just plain Weaver in a new branding campaign that includes a new logo and a shortened brand name.

The legal name will remain Weaver and Tidwell, and the firm will still be signing off on audit reports and tax returns using the old name, managing partner and CEO Tommy D. Lawler told me.

“We looked at the changes the firm has been going through over the last 10 to 15 years, and we decided it was time to take a look at our branding,” he said. He noted that many clients were already referring to the firm as Weaver, so the transition was a natural progression. Still, the firm, which dates back to 1950, went through a period of about three to four months in which it conducted surveys, client interviews, one-on-one firm executive interviews and market research.

“We wanted to make a statement,” said Lawler. “We changed our logo, and we’re looking at our tagline to see if it needs to be revisited.”

The rebranding happened Monday, and so far the reaction from clients has been positive.

Sometimes it pays to shake things up, especially after nearly 60 years.