Amec Foster Wheeler
Brand identity

When two become one…

Neon collaborated with BrandCap to create the new global brand identity for Amec Foster Wheeler, following the merger of UK-based Amec and US engineering group Foster Wheeler. With over 50,000 employees in more than 50 countries, the challenge was to unite two major engineering cultures under one confident, forward-looking brand.

The brand idea, “Connected Excellence,” expressed the power of integration and collaboration at scale. From this, Neon developed a striking radial brand mark — its interlocking segments symbolising precision, teamwork and progress. The contemporary lowercase wordmark and unexpected palette of lime green and teal gave the brand freshness and humanity in a traditionally conservative sector.

The result was a unified global identity that inspired pride, optimism and a true sense of belonging across the newly merged business.

Full case study.

Mergers are never easy, and when two giants in the international engineering and construction industry came together – with the UK’s Amec acquiring the US-based Foster Wheeler – the challenges they faced were very big indeed..

Working with strategic branding consultants BrandCap, we set out to create a new unified brand that would make everyone involved in the new company – all 50,000 of them, in over 50 countries – feel good about being part of a much enlarged and truly global business.

The brand idea.

First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company’s global expertise, and the integrated way in which it’s delivered.

Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel – as do the fresh, and distinctively non-macho colours. (You don’t see a lot of lime green and teal in the construction industry.)

A brand to bring people together

Another important component of the new identity was a dynamic and engaging visual language, springing directly from the brand mark.

Symbolic of the company’s project management expertise, the segments represent the bringing together of disparate elements, to create a harmonious whole. Used singly or in different overlapping combinations, depending on the application, they powerfully represent the merged company’s people and processes – in a way that has helped to give members of the team a sense of pride in and “ownership” of the new brand.

It’s still early days for Amec Foster Wheeler. But all the signs are that, across the company, the new brand has helped to generate a real Feelgood Factor, and a genuine belief that the two former rivals are stronger together.

Kind words…

“BrandCap and Neon have worked in partnership across a number of significant projects, from the global merger of two engineering companies in Amec Foster Wheeler to the rebrand of the largest private school network and of course BrandCap’s very own brand identity.

The team at Neon are a joy to work with. They are fantastic at turning brand strategy into a creative concept and they are also excellent at working with the client’s team to implement and deliver the brand identity for a successful launch.”

MANFRED ABRAHAM
Founder & Managing Partner
BrandCap

To find out more: [email protected] or call +44 (0)20 3289 1733 Share this: Email, LinkedIn, Twitter, Facebook, Download PDF, follow us on Instagram or view our animations and movies on Vimeo

 

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Amec Foster Wheeler brand mark.

Amec Foster Wheeler brand mark with old pre-merger marks.

By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler brand identity, old identities and new merged companies identity, demonstrating the graphic visual system to help communicate Amec Foster Wheelers strengths and experience within multi sector consultancy, engineering, project management, operations and construction services, project delivery and specialised power equipment services of Amec Foster Wheeler. Part of the comprehensive brand identity system created by Neon. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Amec Foster Wheeler brand mark animation.

Amec Foster Wheeler literature system.

By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler literature system. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com
By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler literature system. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Amec Foster Wheeler health and safety apparel application.

By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler site apparel. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Amec Foster Wheeler office wall graphics.

Branding by Neon - designed by Dana Robertson - Amec Foster Wheeler rebranding - engineering sector branding - office environmental graphics for launch

Amec Foster Wheeler website.

By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler website brand application. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Amec Foster Wheeler brand awareness advertising.

Amec Foster Wheeler Illuminated brand awareness advertisement billboard. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Amec Foster Wheeler launch investor fact sheet.

By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler investor fact sheet. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Amec Foster Wheeler guidelines.

By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler brand identity guidelines. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com
By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler brand identity guidelines introduction. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com
By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler brand identity guidelines brand mark. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com
By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler brand identity guidelines graphic language and descriptors. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com
By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler brand identity guidelines brand mark device. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com
By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler brand identity guidelines applications. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com
By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler brand identity guidelines stationery and PowerPoint. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com
By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler brand identity guidelines graphic language. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Amec Foster Wheeler vehicle livery.

By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler brand identity vehicle livery. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Amec Foster Wheeler site helmet and document bag.

By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler brand identity safety helmet. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com
By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler site bag. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Amec Foster Wheeler brand mark with area of expertise descriptors.

By Dana Robertson Creative Director and Founder of Neon. Amec Foster Wheeler brand mark with areas of excellence descriptors. When two become one… Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity. Mergers are never easy, and when two giants in the international engineering and construction industry came together. First came the brand idea: Connected Excellence. And, using that as a springboard, we went on to develop a powerful brand mark. The sense of movement created by our radial device suggests dynamism and growth, while the precision-interlocking of the segments reflects the company's global expertise, and the integrated way in which it's delivered. Stacking the rather long name of the new business made it neater and easier to use. And our lower case logotype conveys a light, contemporary feel - as do the fresh, and distinctively non-macho colours. Amec Foster Wheeler the merger of Amec and Foster Wheeler brand identity very much lived up to Connected Excellence by connecting with people across the unified business – an important component of the new identity was a dynamic and engaging visual language, aimed at bringing alive the company's people and processes, in a way that would help to give members of the team a sense of pride in and "ownership" of the new brand. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

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