{"id":3923,"date":"2013-06-18T15:34:09","date_gmt":"2013-06-18T15:34:09","guid":{"rendered":"http:\/\/paulopedott.com\/paulo\/?p=3923"},"modified":"2013-06-18T15:43:09","modified_gmt":"2013-06-18T15:43:09","slug":"brand-new-and-partners-make-seven","status":"publish","type":"post","link":"https:\/\/paulopedott.com\/paulo\/?p=3923","title":{"rendered":"SC=>SCD=>SCDP=>SC&#038;P=> ???"},"content":{"rendered":"<h3><span style=\"font-size: 1.17em;\">And Partners Make Seven<\/span><\/h3>\n<p><img decoding=\"async\" alt=\"Sterling Cooper &amp; Partners Logo, Before and After\" src=\"http:\/\/www.underconsideration.com\/brandnew\/archives\/sterling_cooper_partners.gif\" \/><\/p>\n<p>Established in 1968, Sterling Cooper &amp; Partners (SC&amp;P) is one of the leading advertising agencies in New York, NY and is the result of a merger between Sterling Cooper Draper Pryce (est. 1963) and previous competitor Cutler Gleason and Chaough. SC&amp;P\u2019s current list of clients includes Chevrolet, Mohawk Airlines, Manischevitz Wines, and Ocean Spray and Sunkist (which is a conflict of interests). When first merged, the agency attempted to adopt Sterling Cooper Draper Pryce Cutler Gleason and Chaough as a name and SCDPPCG as an acronym but soon after settled on the name Sterling Cooper &amp; Partners honoring the original partners, Bertram Cooper and Roger Sterling Sr. (current Roger Sterling\u2019s daddy), who had founded the Sterling Cooper Advertising Agency in 1923. Yesterday, the agency introduced its new logo through a press release issued for immediate release. No design credit was given.<\/p>\n<p><img decoding=\"async\" alt=\"Sterling Cooper &amp; Partners\" src=\"http:\/\/www.underconsideration.com\/brandnew\/archives\/sterling_cooper_partners_memo.gif\" \/><\/p>\n<p>Press release.<\/p>\n<p><img decoding=\"async\" alt=\"Sterling Cooper &amp; Partners\" src=\"http:\/\/www.underconsideration.com\/brandnew\/archives\/sterling_cooper_partners_logo_detail.gif\" \/><\/p>\n<p>Logo detail.<\/p>\n<p>The previous logo worked nicely in that it was four letters neatly arranged in a tight grid of rounded-corner squares but in order to make all the letters fill out the squares the typography has been stretched, making the \u201cS\u201d and \u201cC\u201d particularly aggravating. I will blame it on the nascent technology of phototypesetting that allows far more play with the fonts than ever before. But the agency should know better than letting technology drive their aesthetics. Five years makes a big difference and the SCDP logo \u2014 name change notwithstanding \u2014 was starting to feel out of date in this drastically changing decade. The new logo drops the seriousness of its predecessor with a custom monogram of the abstracted initials and an ornamental ampersand. The monogram letters are nicely executed with the same proportions and counter-spacing used in the taller letters (\u201cS\u201d and \u201cP\u201d) as in the shorter one (\u201cC\u201d). The supporting wordmark comes in a remarkably nice bulbed sans serif that hints back to the original sans serif but clearly points forward. Overall, I don\u2019t know if this logo communicates all the ideals expressed by the partners in the press release but it is definitely a major improvement that establishes SC&amp;P as an edgier and more contemporary agency.<\/p>\n<p>Fonte:\u00a0<a href=\"http:\/\/www.underconsideration.com\/brandnew\/archives\/and_partners_make_seven.php?utm_source=feedly&amp;utm_medium=feed&amp;utm_campaign=Feed%3A+ucllc%2Fbrandnew+%28Brand+New%29\">Brand New: And Partners Make Seven<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>And Partners Make Seven Established in 1968, Sterling Cooper &amp; Partners (SC&amp;P) is one of the leading advertising agencies in New York, NY and is the result of a merger between Sterling Cooper Draper Pryce (est. 1963) and previous competitor Cutler Gleason and Chaough. SC&amp;P\u2019s current list of clients includes Chevrolet, Mohawk Airlines, Manischevitz Wines, [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":3925,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3923","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mix"],"_links":{"self":[{"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=\/wp\/v2\/posts\/3923","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3923"}],"version-history":[{"count":6,"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=\/wp\/v2\/posts\/3923\/revisions"}],"predecessor-version":[{"id":3926,"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=\/wp\/v2\/posts\/3923\/revisions\/3926"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=\/wp\/v2\/media\/3925"}],"wp:attachment":[{"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3923"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3923"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paulopedott.com\/paulo\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3923"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}