In 2015, architectural giants and competitors, Callison and RTKL announced they would combine as one firm under new parent company, Netherlands-based Arcadis. With the corporate marriage came the unification of three practice groups, 17 offices, more than 1700 employees, and of course two legacy brands.
A small team of internal designers from around the global companies virtually convened to explore the strategy around a new name and logo for the newly joined firm. After naming and logo were confirmed, the new identity was passed off to CallisonRTKL's Firmwide Communication team for exploration and translation into a huge suite of branded corporate collateral.
I travelled through the entire rebranding process from naming to logo design to rollout of the first generation of printed collateral, jumping from team to team, as representative brand designer from legacy Callison's side of the aisle.
The strength of Callison and RTKL's association with each other and with global design, engineering, and management consulting company, Arcadis, led to a strategic overhaul of all branded collateral with a new focus on familial association.
By merging both names we chose to double down on the equity in both pre-existing brands. The new logo is a strong, balanced composition bringing both names together as typographic metaphor for the joining of houses.
New brand colors were selected as homage to Arcadis, while the modern, dynamic styling of all branded elements focus on two priorities: first, to elevate and unify all architectural assets from both legacy brands, and second, to speak to CallisonRTKL's leading position as the "design arm" of Arcadis' family of brands.