CONSULTANT WS Atkins last week dropped the initials at the front of its name and reshaped its logo in a drive to present itself as a simpler, more approachable business.
The 'simpler' logo was designed in house. Its light blue hue is said to be more 'screen friendly' than other colours.
The cross bar in the 'A' has also been dropped following a trend among other recently rebranded consultants, notably Faber Maunsell.
The new logo also incorporates a 'T' where the left hand edge of the top line slopes parallel to the right side of the 'A' emphasising the company's image as an integrated business, said Atkins marketing director Anthony Payne Neale.
Atkins also officially opened its centralised accounts and invoicing centre in Worcester.
The centre processes supplier invoices from across the Atkins group, as well as staff expenses.
Documents received there are all scanned into a central database so they can be processed more efficiently, and, if necessary, dealt with by more than one person at a time.
Atkins chief executive Robin Southwell said that he planned to offer spare capacity at the centre to other companies wanting to outsource their accounts.