Chromatic Brands
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BDO B2B Branding

BDO is the world’s fifth largest accountancy firm, with over 67,000 people working out of over 1,400 offices worldwide in 158 territories. For their transition to a single, global name the brand needed to demonstrate the organisations unique knowledge of local markets, businesses, sectors and regulations. We developed the brand idea, ‘reflecting our clients’ and used it to inform the award winning redesign of all aspects of BDO’s brand expression. Eight years after it was launched, our work continues to underpin the BDO brand and provide cohesion across the network.

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BDO: Reflecting your business

 

We devised the brand strategy and brand identity for one of the world’s largest accountancy firms

Background

BDO is the world’s fifth largest accountancy firm with a global network of 1,138 offices in 115 countries. More than 46,000 staff provide business advisory services globally and in 2010, the combined fee income of all the BDO firms was more than £5 billion. 

Insight

For their transition to a single, global name the BDO brand needed to demonstrate the organisation’s unique knowledge of local markets, businesses, sectors and regulations while demonstrating of its global reach and capabilities.

The key differentiator for BDO was that it had more local offices than any of the ‘big four’. This local expertise gave them a thorough and nuanced understanding of the daily issues faced by their clients.

Definition

We developed the brand idea, ‘reflecting our clients’ and used it to structure the award winning re-design of BDO’s Brand Expression. 

 
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Expression

As well as creating materials and guidelines for all employee and client facing communications, we built an extensive image library to convey the idea of ‘reflecting our clients’.

Activation

By matching visual expression to brand ambition, we helped BDO achieve its goals and re-position itself as a unified global accounting network. In 2018, BDO reported combined fee income of over £9 billion, nearly double that of 2010.

Awards

Recognised for excellence in rebranding at the Transform Awards:
Gold – Best brand evolution of a brand
Gold – Best implementation of a rebrand
Silver – Best corporate rebrand to reflect changed mission/values/positioning
Silver – Best internal communication of a rebrand

 
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$9+ Bn

Annual global revenues

140+

Offices

67,000+

Employees

4

Transformation awards

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