SImply, REd 98

Officials at digital communications company Blue 22 didn’t see red when they discovered that a shop in Los Angeles, blue22 studios, shared their moniker.

“We didn’t see any reason to fight about it—so we decided to make the change,” said Robert Guay, president of the Boston-based interactive shop, which has relaunched as Red 98.

“With a billion companies popping up every four minutes, there is a real good chance that a couple of them will land on the same name,” said Guay.

Like the agency’s original name, Red 98 refers to a play in football.