BakerHicks Brand Identity

Founded in 1957, the company name comes from two pioneers, Lord John Baker and Howard Hicks. The move to go back to the name BakerHicks, best reflects their established reputation as an independent consultancy, delivering award-winning design and engineering services across the UK. Part of Morgan Sindall Group plc with a combined revenue of £2.4 billion.

Levells were commissioned to create with their in-house team, a new identity which would reflect the quality, integrity and philosophy of this special brand.

Inspired by the founders mission statement of a no-nonsense culture and working with the best professionals around, Levells studied archives of information about the company to create a clean word mark capturing the ethos of the partners, and introduced the full stop and underline to reinforce it.

Strong project imagery that demonstrates scale and quality of projects was commissioned. Capturing the ‘wow’ factor of the architecture was paramount to show credentials and capability.

Finally as we began to design the website and film, we were able to bring all these elements together to create a powerful, dynamic look and feel. As with every successful reposition and rebrand, the new identity appears to always have belonged to BakerHicks as the values and content stay true to the founders, far exceeding a static corporate interpretation of a brand that existed previously.