Originally Foote, Cone & Belding, then merged with Draft in 2006 to become Draftfcb, now renaming again to FCB and in parenthesis Foote, Cone & Belding. “With nearly 140 years of communications expertise, FCB’s worldwide network spans 150 offices in 90 countries, with over 8,000 people, and is part of the Interpublic Group of Companies.”
In-house by FCB International Chief Creative Officer Luis Silva Dias
Specifically, the global network will be called FCB (Foote, Cone & Belding), with an important local element celebrated market-by-market. Typically, each office will add the city in which they operate, for instance, FCB Shanghai, FCB Paris or FCB Chicago, using a diagonal line through the B and the first letter of the local moniker. In some markets we will add the name of an acquired company such as in London, where the office will be FCB Inferno, due to the local equity and relevance of the acquired company. In instances where there is an agency with specific expertise, it will take on that name, as with FCB Health. And, in rare cases, the name of a highly respected creative leader will be used to further enhance the office's delivery and reputation. That is the situation in New York, where the agency is being renamed FCB Garfinkel.
Starting today, offices will introduce the new brand name with a colorful logo design. It loosely depicts the colors of country flags from around the world, incorporating their local attributes while embodying the strength of our global network.
Images (opinion after)
Given the track record of large design and advertising agencies botching up their own identities this could have been worse. It's okay and it serves the purpose for a giant ad agency. Plus how can you not sarcastically love the concept of putting all the colors of the flags of the countries where FCB has offices in? Pure gold, baby.