Fluor Corp. (NYSE:FLR) Thursday unveiled a new brand architecture and
identity that aligns with the company's recently announced corporate
restructuring.
In March 1999, Fluor Corp. launched a new chapter in the company's
history by announcing a new business structure aimed at strengthening
competitiveness, streamlining operations and increasing customer focus.
The new brand creates a visual representation for that structure. Under
the new structure, Fluor Corp. is the parent to four distinct
enterprises: Fluor Daniel, Fluor Global Services, Fluor Signature
Services and A.T. Massey. This new structure provides clear
accountability and performance measurement, allows each enterprise to
become more discriminating in selecting assignments, and separates
competencies into distinct businesses to create more focus and
transparency to the outside world. Finally, it makes marketing Fluor's
family of services simpler.
"Fluor is a company changing structurally and culturally to better meet
the needs of our customers," said Philip J. Carroll, Fluor chief
executive officer. "By providing a clear brand identity for each of our
enterprises, we can better serve those customers and become a stronger
competitor in the marketplace."
The new visual identity system includes:
|
--
|
|
A new look for Fluor Corp., the parent company.
|
|
|
|
|
|
--
|
|
A logo update to the Fluor Daniel brand. The Fluor Daniel logo
|
|
|
|
now incorporates a tagline that identifies it as a Fluor
|
|
|
|
Corp. company. Fluor Daniel is among the world's largest
|
|
|
|
engineering and construction companies. The new structure
|
|
|
|
removes non-core competencies from Fluor Daniel to allow this
|
|
|
|
enterprise to focus on what it does best -- provide
|
|
|
|
engineering, procurement, construction and construction
|
|
|
|
management services through a worldwide network of offices.
|
|
|
|
|
|
--
|
|
A new logo for the new Fluor Global Services. The new logo
|
|
|
|
incorporates visual elements of Fluor Corp. while also
|
|
|
|
establishing a separate identity from Fluor Daniel. Fluor
|
|
|
|
Global Services is comprised of high-growth businesses that
|
|
|
|
reach beyond Fluor Daniel's traditional strengths. Fluor
|
|
|
|
Global Services provides an incubator atmosphere for growth
|
|
|
|
businesses and creates the potential for Fluor Corp. to
|
|
|
|
diversify its revenue stream. Businesses in this unit include
|
|
|
|
Operations and Maintenance, Consulting, Telecommunications,
|
|
|
|
Federal Services, American Equipment Co. (Ameco) and TRS
|
|
|
|
Staffing Solutions.
|
|
|
|
|
|
--
|
|
A logo for Fluor Signature Services that incorporates core
|
|
|
|
visual elements of the Fluor Corp. brand with a stylized
|
|
|
|
"signature." Fluor Signature Services provides professional
|
|
|
|
business administrative services, including Finance,
|
|
|
|
Information Technology, Human Resources, Safety, Office
|
|
|
|
Services and Performance Solutions for the other Fluor
|
|
|
|
businesses. Fluor Signature Services is a for-profit
|
|
|
|
"business within a business" providing the best administrative
|
|
|
|
services possible at highly competitive market rates.
|
|
|
|
|
|
--
|
|
A simple logo update for A.T. Massey. A.T. Massey is one of
|
|
|
|
the largest coal producers in the United States, generating
|
|
|
|
high-quality, low-sulfur steam coal for the power industry and
|
|
|
|
industrial consumers, and metallurgical coal for the steel
|
|
|
|
industry. Updates to its identity include a simple endorsement
|
|
|
|
line that identifies it as a Fluor company.
|
Fluor will extend the branding program to its business units housed
under each enterprise. In addition, the company will redesign and launch
new marketing and collateral materials incorporating the new brand
architecture within the next several months.
Fluor Corp., with 1998 revenues of $13.5 billion, conducts business on a
global basis in the fields of engineering, procurement and construction,
global services and coal production.
Fluor Corp., Aliso ViejoGeorge Palmer (media relations), 949/349-6311orLila Churney (investor relations), 949/349-3909