DY&R is now known as just Y&R, the agency's other alliances are also embracing this change. Rediffusion DY&R, too, will now be Rediffusion Y&R.
The agency's logo has been tweaked and uses a more contemporary font. The vertical dash has been replaced with an orange, horizontal dash, while the aquamarine colour in the background has been retained, but is a fresher shade. The logo change is effective since yesterday. The logo now reads 'Rediffusion - Y&R'.
In an official statement, Diwan Arun Nanda, chairman, Rediffusion - Y&R says, "We started an association with Young & Rubicam over 20 years ago that developed into a robust partnership. The new identity is a symbol of that affiliation."
The old logo
The new logoMahesh Chauhan, group CEO, Rediffusion - Y&R tells afaqs!, "The past few months have been very good. There have been major management changes; various heads of creative have entered. There is an evident migration towards a younger management within the Rediffusion team." This transformation is captured in the identity change.
The energetic logo aims to balance the young energy and cultural change at the agency.
The new identity also entails a change in the corporate email id for all employees. The website is also under development to incorporate the change.
For the record, the partnership between Y&R and Dentsu was terminated a few years ago (somewhere around 2004), when Dentsu had moved out of the structure. The dropping of the 'D' in DY&R is perhaps the final culmination of that. When afaqs! sought comments on the same from Mahesh Chauhan, he declined to comment on the global nature of the development.