The Stan Richards Faculty of Promoting could be sticking with its name, however The Richards Group is not.

The Dallas company is within the course of of adjusting its identify and brand to TRG, Advert Age has realized. The transfer will additional distance The Richards Group, which has been identified by that moniker since 1976, from its founder Stan Richards. Richards stepped down in 2020 following racist remarks he made throughout a shopper assembly. 

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A spokeswoman confirmed the identify change, saying, “We consider this much less of a change and extra of a transition. Our aim is to rejoice what has made us profitable—creativity, collaboration, inclusivity and innovation. Shortening our identify permits us to rejoice our previous, our current and our fearless future.”

‘Not our landlord’

The change was introduced internally and comes every week after it was reported that Stan Richards’ holding firm, SBR Actual Property Holdings LP, bought the Dallas headquarters that was constructed to deal with the company in 2013. The company continues to be “undecided” as as to if it can stay on the Dallas Parkway handle and is at present in talks with the constructing’s new homeowners, a spokeswoman mentioned.

“Stan Richards hasn’t been part of our company since October of 2020—and as of final week, is now not our landlord—however we did let him know concerning the evolution of our company’s model identification,” mentioned the spokeswoman. “He desires us to succeed and understands our need to transition to a brand new look and a much more progressive outlook.”

Whereas The Richards Group identify stays on the company web site, there are hints of the change already. The homepage and careers web page features a reference to TRG in addition to the company’s Instagram, Fb, Linkedin and Twitter.

When requested when the shift could be full, the spokeswoman mentioned, “There’s an enormous quantity of labor left to be completed relating to our new visible identification and no ultimate timetable on once we formally undertake TRG. However it’s official that we’re completely different—we’re a people-run, nonprofit-owned creativity collective.”