Developer Lend Lease has today confirmed it has dropped the 125-year-old Bovis name as it continues to simplify its brand.
Lend Lease acquired the construction contractor in 1999 and named it Bovis Lend Lease but the Australian parent firm began to shake up the business in early 2010 and said the latest move was designed to simplify the brand.
Bovis’s name dates back to the 19th century and is one of UK contracting’s oldest and best-know brands.
Now Bovis Lend Lease, Catalyst Lend Lease, Vita Lend Lease and Crosby Lend Lease will simply be known as Lend Lease.
In a statement, the Australian parent company said the new approach would provide greater clarity and consistency for all stakeholders.
The brand change, which began today, will be implemented over the next 18 months to minimise any disruption to the company’s operations.
Dan Labbad, chief executive officer EMEA, Lend lease said: “Simplifying our branding and moving to a unified name, ‘Lend Lease’, signifies an important and exciting step under our regionalised business structure. In addition to the benefits that a unified brand delivers, we will continue to provide best in class services to our partners and clients.”