THE CONTRACTOR ALFRED McAlpine rebranded as McAlpine after years of careful thought and planning, the High Court heard this week.
Initial discussions began in 1999. Then a specialist branding company was hired, to examine 42,000 variations of the purple ellipse logo which was finally chosen.
The new image was launched in October last year.
Re-branding was intended to move the image of the firm away from 'muddy boots' construction, Alfred McAlpine chief executive Ian Grice told the court on Friday.
A smaller part of the Alfred McAlpine business is now concerned with major capital schemes he said, in contrast to Sir Robert McAlpine which is involved with major projects like the new Arsenal stadium project.
Claimant Sir Robert McAlpine is seeking an injunction against Alfred McAlpine, to prevent it from trading as McAlpine.
The case was still in progress as NCE went to press.