FABERMAUNSELL this week unveiled a new logo designed to steer clear of imagery smacking of too much 'heavy construction'.
The logo, launched nearly five months after the merger of consultants Oscar Faber and USowned Aecom Maunsell (NCE 18 October 2001), uses simplified, traditional stone carved lettering to suggest 'historical continuity and authority' at the same time as 'contemporary, forward looking qualities', according to its creator, design consultant OPX.
After an overhaul of the firm's corporate identity, OPX managing partner Simon Goodall said it should be possible to identify FaberMaunsell without seeing the logo at all.
The firm's corporate colour - purple - helps it to stand out in a market dominated by blue, Goodall said. Purple was selected 'by mixing Oscar Faber red with Maunsell blue' and is historically associated with power.
Neither FaberMaunsell nor OPX would disclose the cost of the new livery. But recent rebranding exercises range from £150,000 for Kraft Foods' 'Get Dressed' salad dressings to £2M for the Post Office's transformation into Consignia.
See page 14 for an interview with FaberMaunsell chief executive Ken Dalton.