Newmark Grubb Knight Frank is putting the "Grubb" in its name on the chopping block as part of a rebranding campaign.

The commercial real estate brokerage has changed its name several times since its inception in 1929, and now Grubb, which was added to its name in 2012 after it acquired the brokerage firm Grubb & Ellis, is getting the ax.

A source told the Commercial Observer the real estate service firm has plans to rename the company Newmark Knight Frank as part of a rebranding campaign. The name change is really a reversion, considering the company transformed from Newmark & Co. to Newmark Knight Frank in 2005 after acquiring the eponymous London company.

Newmark employs more than 15,500 professionals globally spread across more than 400 offices, and the company has recently been involved in several large deals, including the representation of the New York Times in its 160K SF sublease at Manhattan’s 1271 Avenue of the Americas in February.