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Amec goes soft with new logo


AMEC HAS dropped its orange triangles logo in favour of a blue 'touchstone' as part of a £1M rebranding exercise aimed atre-establishing the group as a 'softer, more dynamic, client- focused' business.

The move reflects the com-pany's effort to stress its growing emphasis on partnering and negotiated work at the expense of traditional competitively tendered contracting.

Amec's name will appear in rounded lower case italics, combining with the touchstone to evoke new core values of 'speed, simplicity and transparency.'

The three-dimensional logo is based on a Henry Moore sculpture. It is designed to reflect Amec's transparency in dealing with clients and construction partners, said Philip Mann of coporate identity consultant BamberForsyth.

The image, he added, also reflected Amec's ability 'to see around problems', while the soft blue shades showed that the company was 'cool, calm and thoughtful' and not a brash consumer products business.

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