Mindshare has capped off the reorganization it began roughly six months ago with a new logo and branding change, switching out the capital "S" in its name for a lowercase one. Yet the most telling
element of the new structure is that the agency has dropped the titles of all senior-level executives globally. Mindshare collaborated with U.K.-based branding agency Moving Brands -- the same firm
that revitalized Carat's brand identity a couple of years ago -- to develop the new logo, which keeps the company's signature purple color, but features two connected spheres instead of the previous
flattened oval. -- Tameka Kee
