Project Branding
It's imperative that on-site branding on all our projects is prominent and correct.
McConnell Dowell Project Branding
Projects where McConnell Dowell is the sole constructor.
This type of project should ONLY feature the McConnell Dowell logo, within the rules of what our customer allows for site and people branding.
No other company or project logos should replace the McConnell Dowell logo on-site, on vehicles or on our people.
In circumstances where a project graphic needs to be created as a way of engaging the local community - this is only to be used as a secondary graphic when expressly engaging said community.
DO NOT use a project graphic to replace the McConnell Dowell logo. See section below.
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Use only the above 2 McConnell Dowell logos to brand a project - across all touch points.
Joint Venture Branding
A Joint Venture (or JV) is a project where McConnell Dowell works alongside another constructor to deliver a project.
When negotiating joint venture branding, it is imperative that the McConnell Dowell logo be incorporated. If we are the lead partner, the McConnell Dowell logo should be first under all circumstances. Joint Venture (JV) logos should be the two company logos placed side-by-side with a dividing line between them.
Do not create ANY new logos to represent a JV. Use ONLY the logo lockup layouts as described below. See section below on project-specific logos / graphics.
Lockups
The JV logos should allow appropriate free space and be of the same visual scale in height / width dimensions. Place a keyline between the two logos to separate them. Use the clear space rules to determine how the McConnell Dowell logo is sized and looks in the lockup.
NOTE: If you are having difficulty creating a JV lock-up logo, either because of the configuration of the individual logos or number of JV partners, then please reach out to This email address is being protected from spambots. You need JavaScript enabled to view it. for assistance.
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Horizontal Joint Venture branding example
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Vertical Joint Venture branding example
Lockups with Project title
The name of the project or JV team can also be locked under the JV logos using the following guidelines.
1. Words are justified across the whole logo, aligned on the left edge with the start of the first logo and aligned on the right with the end of the second logo.
2. Use font Arial Bold, colour black in sentence case.
3. Project title should be the height of the MCD block below logo lockups.
It is important the words are locked onto the logo and it is made available as a graphic image, not left to be typed in/added by individuals.
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Joint Venture branding with project title layout and example
Project-specific logos or graphics
In some circumstances a customer might have or ask for a project-specific logo or graphic to be created and used as way of engaging the local community or showcasing their project.
Where this is the case, the project-specific graphic must only be used as a secondary device. That means it should...
- Never replace our brand or the JV lock-up brand
- Only appear with our brand or the JV lock-up brand
- Never be larger or more prominent than our brand or the JV lock-up brand
- Never sit above or before our brand or the JV lock-up brand
- Sit on the opposite side of our brand or the JV lock-up brand on any workwear.
It is important that these rules are agreed with our JV partners and customers and detailed in any project-specific branding guidelines.
Alliance Branding
An Alliance is a project or series of projects where multiple companies are working together to form an Alliance.
Alliances have their own branding and identity. They are the least desirable option from a brand point of view but are usually enforced by the client/customer and are the only option available.
With an Alliance, an entire new identity is created and only minimal McConnell Dowell branding is retained through MMS documents etc.
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Alliance branding examples
Projects must adhere to these guidelines.
If a project deliberately or accidently deviates from these guidelines they will be forced to rebrand the project at their own expense.
If you are involved with setting up a new project and are unsure of the branding to use please email This email address is being protected from spambots. You need JavaScript enabled to view it..