Saatchi & Saatchi plc has confirmed its name change to Cordiant, with logo design by subsidiary Siegel & Gale.
Shareholders voted on Cordiant on 16 March and the change was made the next day.
The name and identity are intended to connote “stability, sincerity and confidence”, says Siegel & Gale managing director Malcolm Parkinson.
“We wanted some classic, dignified criteria because it is a large international group, plus a touch of style,” he adds.
The logo is in vibrant green with informal joining of letters which Parkinson describes as enduring and not faddish.
Last week the holding company’s 1994 results showed pre-tax profits up 69 per cent to Ãº32.4m but a fall in revenue.