For graphics-to-architecture group Shh the addition of building to its portfolio of disciplines is a logical step rather than megalomania run riot.
Shh has kept up a steady stream of private residential architecture since its formation as Spence Harris Hogan in 1993. The consultancy did use a preferred building contractor and began offering a comprehensive design and build package to clients.
Shh director Louise Barron says: ‘It seemed logical to disassociate Shh from the emotive residential work by setting up our own building company.’ So Bulldoze was formed jointly with the contractor.
For the builder’s identity, Shh turned to the other end of the spectrum of its activities, with graphic designer Robert Clode briefed to create an identity which would suggest strength, stability, creativity and wit.
The Shh staff had put forward naming suggestions and Bulldoze came out on top, with its associations of taking the bull by the horns and being bullish.
The silhouette of the bull’s head and the ring through the nose providing the O of the name are straightforward enough. But the twist is literally provided by having one horn up and one down.
The horns add the quirk factor which Shh admits is a reflection of the personalities of the directors.
The colour? Bull’s blood red is the obvious choice, fitting the red rag and bullseye phrases suggested by the name.
The roll-out includes application to van liveries, sign boards, hard hats and uniforms.