David Carroll rebrands engineer Max Fordham

Max Fordham has worked on buildings including Zaha Hadid’s Maxxi Gallery of Modern Art in Rome and Feilden Clegg Bradley’s RAF Museum in Cosford.

David Carroll & Co was appointed in October 2009 following a personal recommendation from former Interbrand director of verbal identity John Simmons, who had been appointed to work on Max Fordham’s tone of voice.

David Carroll & Co was briefed to create an identity that reflected Max Fordham’s distinct design-led positioning, says consultancy founder David Carroll.

During the research phase, the consultancy discovered a symbol which Max Fordham had used in the 1960s and decided to resurrect it.

Carroll says, ‘The simplicity, elegance and confidence of the symbol summed up the ethos of the company.’

The consultancy has separated the company’s name into two parts to ‘to reinstate the name of Max Fordham and give it stature and elegance,’ says Carroll.

The new identity will be seen on the company’s website, which launched this week, stationery, signage, brochures, reports and technical drawings.