Interbrand to create branding for engineering body

Interbrand will redesign the visual identity for the Institution of Mechanical Engineers as part of a push to encourage the best undergraduates to join the profession.

‘Some of the brightest engineering undergraduates are being lured into the City and we hope that our new identity will encourage more to continue to become engineers,’ says IME’s marketing and communications director James Hobbs.

This is the first time the look of the brand will have been updated for 20 years, and the project is being handled in tandem with the research group Acacia Avenue.

‘Our designs will need to show that engineering is a job of choice for graduates from the top universities and our creations will be competing with the financial services industry and the slickness of its brands,’ says Interbrand creative director Jonathan Hubbard.

An Interbrand spokeswoman claims the new identity will reflect the IME’s core proposition, ‘improving the world through engineering’.

Developed last year, the tagline concentrates on the notion of engineers tackling issues such as transport and global warming, and the institution intends to use Interbrand’s designs to help convey this message, claims Hobbs.

The design work will be completed by four of Interbrand’s designers and its verbal identity team under design director Paul Smith, says Hubbard.

He claims work is in the initial stages and, as yet, the Interbrand team has not determined whether it will be creating a logo, symbol or word marque.

The branding consultancy won a three-way pitch against consultancies Spencer du Bois and The One Off two weeks ago, says an Interbrand spokeswoman.

The IME is the leading body for mechanical engineers in the UK.

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