Salesforce has seen its dream of rebranding Heron Tower as the Salesforce Tower dashed after the City of London ruled the name change could not go ahead.
Salesforce caused controversy when it announced in May that it wanted to change the name of the building, which is to become its new London headquarters.
This outraged existing tenants, including some who operate in similar markets to Salesforce, such as Powa Technologies, which complained it faced having to put a rival's name on marketing material such as business cards.
But reports surfaced earlier this month that the rebrand was on shaky ground ahead of a meeting of the City of London Planning and Transportation Committee.
This meeting took place on Tuesday and the committee ruled that because Salesforce would not be the majority tenant in the property, occupying only six of the 46 floors in the building, a name change could not take place.
"Salesforce.com is becoming a large new occupier, but will not be sufficiently dominant to justify an authorised building name," the report stated.
Notes from the meeting also confirm that the building will be known by the more generic name of 110 Bishopsgate, although it acknowledged the name Salesforce Tower was being used informally by some occupants.
"Informal use of the name Salesforce Tower by some occupiers does not cause confusion as the exterior entrances to the building clearly display the authorised address 110 Bishopsgate," the committee wrote.
Despite not being able to refer to the building as Salesforce Tower officially, the company attempted to put a positive spin on the committee's decision.
“We are pleased that the City of London Planning Department has recommended that the name Heron Tower be dropped from the official address of 110 Bishopsgate and that the City’s Planning and Transportation Committee has approved this change.
"We are also pleased that the informal use of Salesforce Tower as the name of the building has now been accepted by the City."
Dan Wagner, the chief executive of software firm Powa Technologies, said the decision was a welcome dose of common sense.
"The Committee had never before been asked to rename a building for a commercial tenant that was not the sole occupier, and we are pleased that they did not set an unpopular new precedent here," he said.
“This milestone decision will protect the integrity of the City’s landmark buildings. Other businesses will also now be safe from the difficult situation of having the prestige of their offices devalued by being named after another company.”
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