The problem of what to name your agency has reared its ugly head
again with the launch of Joshua, the company formed from the merger of
Grey Integrated and Grey Direct.
After the name comes the logo. In Joshua’s case, this was the cause of
further difficulties. Since the logo was previewed to the agency,
rumours have been circulating that several people thought the new
venture was to be called ’Jo & Hua’ - having mistaken the arty sideways
’s’ for a dash.
In a bid to dispel any ambiguity, the entire agency changed its name to
Joshua. Yes, properly, by deed poll which, as expected, wreaked havoc on
One good omen was that three broadsheets ran the same picture of a
Joshua Tree on the morning of the agency’s launch. The tree had been
left untouched by a meteorite storm.
When the launch party finally came, proceedings were hampered by a neon
sign saying ’Joshua’ - made especially for the launch - which kept
overheating and burning out.
But as if sensing who was in charge, when Joshua’s chairman, Peter
Thompson, got up to make his speech, the sign twinkled back to life and
remained lit for the rest of the evening.
This could be another omen, but when Joshua knocked down the walls of
Jericho, wasn’t it just the brothels that were left standing?