MDC Partners agency Crispin Porter + Bogusky is rebranding and tweaking its logo from CP+B to be "CPB+." It will also go by simply "Crispin Porter Bogusky" -- which is pretty much what everyone called it anyway.
(Editor's note: Ad Age style does not honor the + sign in agency names, so other than in this story, the shop has been written as Crispin Porter & Bogusky within Ad Age.)
The shop saw the return of namesake Alex Bogusky over the summer, and made changes including closing its Miami and Los Angeles outposts as it sought to consolidate operations in the U.S. The day Bogusky returned, he was already eyeing a brand refresh for the agency, says Adam Skalecki, co-lead of design at the agency.
Skalecki said the new branding hopes to honor the "rebellious nature the agency has always had," along with "punk" spirit. The moving of the plus sign in the logo is subtle, but has significance, he maintains. "Moving that plus outside the name makes it less about just the addition of Alex as another partner, and more about CPB's partnerships with other people," Skalecki claims.