Co: is a new New York “brand innovation studio” launched this month by Rosemarie Ryan and Ty Montague, who had formerly been co-presidents for North America at the global advertising agency JWT.
New York Times advertising columnist Stuart Elliott wrote about the new agency last week:
The name — perhaps one of the pithiest for any agency — is meant to suggest the Co: business model by evoking words like co-creation, collaboration and co-venturing.
Why stop there? I expect the lunchroom will offer co:ffee and co:coa; that art directors will produce co:lor co:mps; that co:pywriters will submit co:ncepts; that top executives will fight over co:rner offices; and that unpaid invoices will be sent to a co:llection agency. Let’s hope no one ends up in co:urt.
Because that wouldn’t be co:ol.
Yes, the blue colon (co:lon?) is Co:’s logo. And yes, they apparently expect us to use the colon in the name even when it’s followed by an apostrophe. (For an example of a semicolon in a logo, see my post on Encore Careers.)