MSVF brings together Morgan Sindall and VolkerFitzpatrick. It needed an identity of its own: a mark that could carry both names, and a system its team could use every day on paper, on screen and in presentations.
The starting point was a student design competition, which had produced three winning logo concepts. The new brand had to grow out of that work rather than start from a blank page.
Rather than pick one winning concept, we studied all three. With input from the three competition winners, we drew out the core values and ideas their concepts shared, and used them to outline the key aspects of the new brand. Mood boards and a logo design stage followed.
The final mark is a layered, circular scene: a train running on a curved track, stylised trees, and a stack of coloured rings rising above it. It sits in a lockup with the Morgan Sindall and VolkerFitzpatrick names above and below MSVF.
The first edition of the MSVF brand guidelines, published in April 2019, sets out the system:
We then designed the pieces the team would use day to day: a letterhead, business cards, an email signature and a master presentation template, backed by a logo suite in print and digital formats, including small sizes for social media.
Outfly, a London brand, marketing and product agency, created the MSVF brand identity. The first edition of the brand guidelines was published in April 2019.
With input from the three winners of a student design competition, Outfly identified the core values and ideas their concepts shared and used them to shape a single new mark.
Landscape and portrait logos for light and dark backgrounds, a monochrome version, a colour palette, the Neue Haas Grotesk Display Pro typeface, a logo suite for print and digital, a letterhead, business cards, an email signature and a presentation template.
Four core colours, Rock Blue, Spindle, Athens Gray and Cod Gray, plus eight accents: Red Ribbon, Vermilion, Flamenco, Yellow Sea, Regal Blue, Tropical Rain Forest, Limeade and Turquoise Blue.
