International building materials company Hanson has launched a new identity by Pauffley in tandem with a renaming of its operating companies.
Unveiled this week, the identity replaces a logo of entwined UK and US flags. It will be rolled out across print, signs, vehicle livery and electronic communications throughout the group which has 15 000 staff.
Hanson operating companies Cornerstone, ARC and Hanson Bricks take on the new identity as Hanson Building Materials America, Hanson Quarry Products Europe and Hanson Bricks Europe respectively.
The dual flags identity had become outdated according to a Hanson spokeswoman, who says the new design reflects the strategic, operational and cultural changes within the company.
“We wanted something that would last and stand out from our competitors,” she adds.
Pauffley’s design makes a reference to building blocks and can be reproduced in two colours, unlike its four-colour predecessor.
Pauffley has been working on the project for a year after first being brought in to design an annual report.
“We chose Pauffley to work on the identity project because it knows our businesses very well and is specialist in that area,” says a spokeswoman for Hanson.