During the final episode of Mad Men season 6 they revealed the new identity for Sterling Cooper and Partners advertising agency. With a new logo “SC&P”, the rebrand honors the company’s original partners Bertram Cooper and Roger Sterling Sr. The agency introduced its new logo through a press release. No design credit was given. “A name can mean a new beginning, a chance to see yourself as you would dream to be, and to leave the baggage you have accumulated over the years behind,” SC&P partner Don Draper said in the statement. “At least that’s been my observation.”