Saatchi & Saatchi announce fundamental update to their iconic logo in support of the digital age.

Cape Town – 1st April, 2015 – Saatchi & Saatchi’s key icon has always been the ampersand. It’s stood for collaboration, integration and always finding a way to realize the impossible.

Saatchi#Saatchi

The Saatchi & Saatchi leadership team today announced that the iconic logo has been updated to firmly entrench the agency in the digital age. The ampersand, which has been used since the company was founded in 1970 will be replaced by a #. So, the name is now Saatchi # Saatchi.

Jonathan Beggs, Chief Creative Officer (CCO) of Saatchi # Saatchi comments: “We’re immensely excited about this update. And we feel that it’s an essential move towards modernization. We’ve employed a team of the country’s finest designers to ensure that this is the best # in the industry. There may be other hashtags, but ours is a very special one, because it’s in the Old Gaudy font – which makes it very unique. The new # is a gamechanger.”

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