BBDO: Stand up and be noticed?

New: BBDO's red logo and unit signature system

Launched:
September 17, 2002

Story in brief:
CEO: "We felt the current BBDO logo was a bit staid and stale."

Credits:
C.E.O. - Allen Rosenshine
Identity design - Nolin Branding & Design, Montreal, a BBDO affiliate

First Impressions:
It's certainly less "staid." The color and font changes, in addition to vertical stacking, do indeed refresh the brand's gray flannel personality. And the vertical configuration will lead to more interesting application designs, like office signs and business cards.

Adding the location/unit names (in black) gives the units a stronger presence than in the past; will this change the corporate culture?