Manchester-based design agency Eg.G has announced plans to rebrand as Corporation Pop in 2007.
The firm, which launched in Sheffield in 1991 as a break-away from The Designers Republic, has made the decision to ease confusion surrounding the current name and mark a new era for the business.
Creative director and co-founder Dom Raban, said: “People were never sure what to call us and were always confused by the ‘dot’ – were we ‘Egg’, ‘E G dot G’ or even ‘Example G’?”
Corporation Pop is Lancashire slang for tap water. Raban explained: “Although we work in national and international markets we’re very conscious of our northerness – it defines what we do and how we work.”
The rebrand, which comes into effect on 1 January, will be promoted through a viral film, created by the agency.
Eg.G works for clients such as the Arts Council, Faber, Asics, and the BBC.