After a fairly bumpy last few months, GSD&M appears to be looking for a fresh start, and in doing so, has decided to drop the “Idea City” portion from its name. From what the Austin-based agency tells us, it’s a way to pay tribute to the founders (Roy Spence, Judy Trabulsi, Tim McClure and Steve Gurasich) and a celebration of the GSD&M’s 40th anniversary, which will take place this August.

In a couple of weeks, the agency will also launch GSDM.com to cement the name change. According to the Omnicom-owned shop, president/CEO Duff Stewart and the founders both agreed to the change. The building that houses the agency, meanwhile, will still keep the Idea City sign. It was nearly three-and-a-half years ago that GSD&M officially added Idea City to its name.