Leading design and consultancy firm Arcadis has launched a new, refreshed brand identity aimed at strengthening its global positioning in response to changing client needs.

The new logo brings a new, modern update to the Arcadis identity for the first time since the late 1990s. The boldness of the colors orange and black are designed to stand out, with the descriptor ‘Design & Consultancy for natural and built assets’ clearly defining both the capabilities Arcadis brings and the client environments in which Arcadis operates, said the company in a statement.

The modernised icon of the fire salamander represents the sustainability and balance that Arcadis seeks to achieve through its work, with the orange color linking to Arcadis’ Dutch heritage, it stated.

The announcement follows two years of investment in joining up its 28,000 people in a single operating model which enables Arcadis to bring its very best knowledge and technical expertise to clients wherever they need help.

With this move, Arcadis will now go to market globally under one brand.

The new brand will be adopted across the 70 countries in which Arcadis operates and will see legacy brands being phased out, including Langdon & Seah, Hyder Consulting, ArcadisLogos and EC Harris.

As part of this new arrangement, Arcadis’ architectural brands - Callison and RTKL - are also merging to create CallisonRTKL.

CEO Neil McArthur said: "Our clients tell us that the challenges they face call for their business partners to adapt and innovate, to bring their best ideas and expertise from around the world. Over the past two years we have invested heavily in our business to meet these client needs."

"We have expanded our global account management team and positioned experts to lead the development of core value propositions that are delivered across the world. We have aligned our global and regional operating models thereby facilitating innovation and easing knowledge transfer, while enabling sharing of best practices and the use of Global Design," noted McArthur.

"We are already seeing this approach bear fruit through applying our global capabilities to win work on mega projects such as the Kingdom Tower in Saudi Arabia and the protection of New York following Hurricane Sandy," he added.

Wael Allan, the Middle East CEO, said: "We will see our expert teams from EC Harris and Hyder Consulting come together and go to market as one powerful, integrated Arcadis brand. This will help provide a clarity and consistency of approach to our clients who are already benefiting from our global collaboration."

"In the past year alone, we have seen our rail team in Doha, Qatar collaborating with their counterparts in Europe to win the Qatar Metro Gold Line project, similarly, our rail team in Saudi Arabia working together with the UK team to design a new transport system in Jeddah, along with an array of other projects and programs across our buildings, environment and water business lines," he added.-TradeArabia News Service