The Second Slash

When it comes to questions of style at TBWA/Chiat/Day, Lee Clow “is the style committee,” says TBWA president of the Americas Bob Kuperman.
It’s no surprise, then, that the agency’s chief creative officer used its recent move into a new 100,000-square-foot warehouse space in Playa del Rey, Calif., as an opportunity to tinker with style once again.
Along with the new digs, Clow has changed the spelling of the shop’s name from TBWA Chiat/Day to TBWA/ Chiat/Day (adding a second slash); redesigned its skull-and-crossbones pirate logo (shown here); and issued new business cards to staffers which feature images from its famous campaigns on one side and information on the other.
So why the new moniker? Clow says parent TBWA Worldwide wants to let its global shops keep their individual “names and cultures” alive.
Said Clow: “They could have taken the Chiat/ Day name and put it to sleep. Instead, they resuscitated it, which I think is a hell of a smart business move.” –Michael McCarthy