Grey Made Its 100th Anniversary Logo From Its Employees’ Brain Waves

'Brain portraits' help commemorate the agency's centennial

The agency scanned its employees’ brains, and the resulting images were the basis for the logo. Grey
Headshot of Christine Birkner

This month, Grey is turning 100, and the agency is celebrating the major milestone by unveiling a colorful new logo.

The multicolor centennial logo is a statement about the agency’s innovative, creative culture and how much it values the collective brain power of its 5,000 employees.

Grey created the logo using a brain wave-monitoring headset to scan the brains of employees in its offices around the world as they worked on real briefs. The technology generated colorful images of the employees’ brain waves, resulting in what the agency called a “brain portrait” that was the basis for the logo.

Grey’s global creative council chose the idea for the logo from submissions from every Grey agency in the world.

“The brain portraits were a slam dunk in our opinion, because they celebrate the diversity of our people and diversity of thought,” said Michael Houston, global president of Grey. “Diversity is such a hot topic, whether it’s gender, ethnic or racial, and to us, what’s most important is diversity of thought and experiences—that’s what leads to greater creativity.”

@ChristineBirkne Christine Birkner is a Chicago-based freelance writer who covers marketing and advertising.