Before Ernst & Young rebranded itself EY, maybe it should have run a quick Google search.
The giant London-based accounting firm and professional services company now shares a name with a racy magazine, EY! Magateen. The magazine, which features scantily clad young men, is the work of Luis Venegas, a Spanish creative director known for his flamboyant, sexually charged fashion publications.
A Google image search of “EY” brings up photos of young male models clad in low-cut briefs, right alongside the Ernst & Young logo and some exterior shots of the company’s offices.
That’s not exactly the kind of PR the company was banking on after spending big on a total brand revamp. Last week it rolled out a complete company makeover, with a new name, logo and chief executive.
A media spokesperson for EY (the London company, not the raunchy magazine) did not immediately respond to an emailed request for comment.
In a statement, the company said its new name and logo present an “opportunity to strengthen and modernize how we represent ourselves in markets around the world to our clients.”
EY! Magateen is a limited-edition publication that has put out seven issues since 2008. It has been described as a much-racier version of the famed teenybopper magazine Tiger Beat.
The magazine collaborated with American Apparel, which itself has been criticized for its risque advertising. American Apparel and EY! developed a T-shirt, featured in the magazine and sold on American Apparel’s website, with the slogan “Teenagers do it better."
Creative director Venegas is well-known in fashion circles. In 2010, the cover of his other magazine, Candy, featured actor and filmmaker James Franco dressed in drag.
In 2009, Miley Cyrus’ ex-boyfriend Justin Gaston was featured on EY! Magateen’s cover wearing red briefs. The text on that issue’s cover read: “Living the American teen! Loads of photos! Sexy boys!”