Grey London changes name to Valenstein & Fatt to promote diversity Grey London changes name to Valenstein & Fatt
Grey London is making a statement against a recent surge in racism and nationalism by changing its name to Valenstein & Fatt, with the surnames of its two Jewish founders appearing above the agency's doors for 100 days.
By Ben Bold | March 28, 2017
The WPP agency said that the name change was timed to coincide with this week’s planned triggering of Article 50 by the UK government, which begins the country's withdrawal from the European Union and brings to head a process mired in anti-immigration, racism and nationalistic rhetoric.
"Grey London is showing its commitment to diversity and openness by re-establishing itself under the name of its original Jewish founders," the agency said.
Back in 1917, two Jewish entrepreneurs, Lawrence Valenstein and Arthur Fatt, set up an advertising agency. But as racism was rife at the time they decided not to use their names but rather the word that described the colour of the wallpaper - grey.
But, given the rise in racism and the so-called alt-right movement in the US which surrounds recently-elected US president Donald Trump, the agency has decided to resurrect the names of its founders.
The new identity sees Grey drop its San Serif font for a new logotype set in Century Schoolbook, a typeface designed in 1917 just a few blocks from Grey’s first office.
The newly-named Valenstein & Fatt is extending the idea of diversity and tolerance beyond the names above its doors and is to regularly publish its diversity data, which is based on the voluntary responses of 305 individuals (60% of the agency) and which uses standards set by the UK Office of National Statistics
Mar 28, 2017