Grey's logo gets a little less grey as the company turns 100

Grey 100

Grey Advertising, the agency that created the tagline “Leave the Driving to Us for Greyhound, created the ETrade baby and the Pantene “DadDos” and began as a one room, one person operation in 1917 celebrated its centennial this week in New York with a new logo.

As one of the most iconic names in advertising, to mark one hundred years of creativity, Jim Heekin, chairman and CEO of Grey, and Michael Houston, global president unveiled the logo to 200 colleagues in New York this week created in the most modern possible method.

Grey's logo emerged after the company asked its 5,000 employees to wear brainwave-monitoring, bio-sensing headsets which read electrical activity as employees went about their creative work. The headsets read brain activity and the individual algorithms then generated images that were turned into unique “Brain Portraits.”

In order to complete the project, the headsets were shipped to Grey’s offices around the world, including Australia, Brazil, China, Germany, Peru, Singapore, South Africa, and the UK.

“As Grey turns 100, we wanted to celebrate our individual and collective creativity, the power of diverse minds colliding to create new and beautiful things,” said Houston. “Our new logo represents the power of our diverse and colorful minds and the people whose ideas have made Grey into a leader in creativity.”

The centennial celebration will also debut a book on the history of the agency’s first century, at an upcoming global leadership summit with speaker Martine Rothblatt, a gala dinner at Madison Square Park – hosted by actress and singer Jane Krakowski.

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Laurie Fullerton

Laurie Fullerton is a writer based in Boston, MA with a background in business, sports, community, medical and travel writing. She has been a newspaper editor in the Boston-area, a sports writer covering yacht racing and a community reporter. She has been reporting for The Drum since October 2015.

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