Cream rename is turning sour

The magazine formerly known as Cream has run into problems with its new name Ampersand, which is the name of British Design & Art Direction’s members newsletter.

Cream, which is scheduled to launch on 7 March, ran into difficulties when the Liverpool nightclub of the same name threatened legal action to stop it being used.

A Cream/ Ampersand spokeswoman says that D&AD’s Ampersand did not show up in its research and it has gained an ISSN number, which means that it is registered at the British Library.

D&AD chief executive David Kester says: “We are taking expert advice.” D&AD’s Ampersand also has an ISSN number from the British Library.