Laing O’Rourke

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Brand Guidelines

2021

Brand Summary

Mission

To become the recognised leader for innovation and excellence in the construction industry, delivering exceptional value through an engineering-led, advanced manufacturing approach and embedding innovation and sustainability in all projects [^1].

Core Values

Absolute alignment
Complete thinking
Sophisticated simplicity
Safety
Certainty
Quality

Target Audience

Clients seeking end-to-end engineering and construction services, including those requiring environments for accommodation, education, employment, transport, care, and community sustainability [^2].

Personality Traits

Innovative
Sophisticated
Agile
Collaborative
Resilient

Visual Identity Overview

The brand visual identity is defined by simplicity, legibility, and sophistication, with bold and striking communications. It uses a distinctive color palette (red, yellow, black), consistent logo application, modern typography (Century Gothic), structured layouts, and high-quality imagery that celebrates projects, people, and engineering innovation [^3].

Categories

Brand Imagery

Our logo comprises several ’elements’. They are: • The black block • The white lettering • The red and yellow bars These elements form our primary logo. None of the elements can be removed, altered or repositioned. The colours, relationships and proportions of these elements are fixed. It is essential that you treat all of the elements as a single entity.
A quick checklist – what to avoid • Do not change any of the colours • Do not remove any of the elements • The proportions and relationships of the elements cannot be changed – this is essential when enlarging or reducing the logo • Never rotate or angle the logo • Never compress the logo vertically • Never extend the logo horizontally • Never add any text or graphics to the logo • Do not butt text or graphics directly against the extremities of the black box element
The full colour logo is our primary logo and is the default logo to use on all communications.
This is an old logo. We no longer use it in any circumstances. We are gradually removing the old logo from the business. Please follow this simple rule, do not use this logo.
Do not change any of the colours
Do not remove any of the elements
Never delete the black box element
The proportions and relationships of the elements cannot be changed – this is essential when enlarging or reducing the logo
Never angle the logo
Never rotate the logo
Never compress the logo vertically
Never compress the logo horizontally
Never add any text or graphics to the logo
Do not butt text or graphics directly against the extremities of the black box like this
Never trim the edges off the black box to force the logo to fit

Color Palette

Our colours are divided into three tiers. • Primary logo colours • Secondary palette • Tint values
Our logo uses our primary colours. These are historically important to Laing O’Rourke and unite colours associated with our journey, from Laing Construction to the present day.
We use our primary colours minimally in collateral and do not use large areas of primary colour. We reserve the use of these colours in documents for certain elements such as underlining or emphasising text, key quotes or specific areas of information or statistics we wish to draw attention to.
Our secondary colours consist of a number of grey tones and some additional vibrant options.
Printed or screen based document covers should make significant use of the darker greys, using other colours for minimal highlights.
Tints of our colours (not including greys) These should be used at your discretion, although the legibility of text and graphics impacted by tints is of paramount importance. If it’s not legible, adjust the tint or change the font colour until you are happy the information is crisp and clear.
If you use several tints grouped (a graph is a good example) ensure there is sufficient contrast between tints by limiting use to the following values, 25%, 55% and 80%.
Primary C0 M0 Y0 K100 Pantone Process Black CP R0 G0 B0 #000000 C0 M0 Y100 K0 Pantone Process Yellow CP R255 G242 B0 #fff200 C0 M100 Y100 K0 Pantone 485 CP R227 G6 B19 #e30613
Secondary C0 M14 Y100 K0 Pantone 116 CP R255 G205 B0 #ffcd00 C0 M65 Y100 K0 Pantone Orange 021 CP R254 G80 B0 #fe5000 C68 M0 Y100 K0 Pantone 369 cp R100 G167 B11 #64a70b C69 M0 Y54 K7 Pantone 7723 CP R80 G166 B132 #50a684 C81 M0 Y23 K0 Pantone 7710 CP R0 G167 B181 #00a7b5 C85 M21 Y0 K0 Pantone 2925 CP R0 G156 B222 #009cde C100 M69 Y0 K4 Pantone 293 CP R0 G61 B165 #003da5
Secondary-Greys C6 M4 Y0 K0 Pantone Cool Grey 1 CP R242 G242 B242 #f2f2f2 C12 M8 Y9 K0 Pantone Cool Grey 3CP R230 G230 B230 #e6e6e6 C23 M17 Y18 K1 Pantone Cool Grey 5 CP R204 G204 B204 #cccccc C41 M32 Y32 K11 Pantone Cool Grey 7CP R153 G153 B153 #999999 C62 M52 Y50 K48 Pantone Cool Grey 9CP R77 G77 B77 #4d4d4d C71 M61 Y57 K70 Pantone Cool Grey 11 CP R45 G45 B45 #2d2d2d C75 M65 Y60 K80 Pantone 412 CP R30 G30 B30 #1e1e1e
To allow the top bar of the motif to have sufficient contrast when it is placed against a white background, the yellow used differs from the colour used on the top bar in the Laing O’Rourke logo. Please note: The colour breakdown for the yellow used in our motif differs from the colour used for the yellow bar in the Laing O’Rourke logo. The motif yellow breakdown is: CO Ml4 Yl00 KO Pantone 116CP R255 G205 BO #ffcd00
Apart from the black, all of the colours in our core and secondary colour palettes have been carefully chosen so that they have sufficient contrast with our logo, including the core greys.

Typography

Our primary font is Century Gothic. This font should be used across all our communications and replaces any existing advice regarding corporate fonts.
Fonts come in varying weights, meaning that some are bold and some are visually lighter. Using a mixture of weights can help lead the reader through a document, with bolder weights used for headings and lighter weights for the bulk of copy.
In addition Corporate Affairs also use a font, ‘Ginger’, this is not to be used by Laing O’Rourke staff in any circumstances without the express permission of Corporate Affairs.
Century Gothic is used across all communications material. This includes Microsoft Office and Office 365 applications, presentations – in fact any material that you circulate internally or produce and provide to clients.
Century Gothic REGULAR This sentence is set in Century Gothic Regular. This weight should be used for the main copy of your documents, especially if your document runs to multiple pages.
Century Gothic BOLD This sentence is set in Century Gothic BOLD. This weight should be used headings and subheadings. You can change the point size (type size) to help create a hierarchy between two bold headings, with the higher level heading being set in a larger point size.
Century Gothic ITALIC This sentence is set in Century Gothic ITALIC This weight should be used for a lower level of sub-heading or to place emphasis on sections of text, at your discretion.
Century Gothic BOLD ITALIC This sentence is set in Century Gothic BOLD ITALIC. Provides a further option to place emphasis on text.
Leading should be set between 2-4 points larger than the point size of the type you are setting.
Tracking should be set to zero to a maximum of -20 if you need to the alter spacing as a method of creating additional text space in your document.
Either are acceptable however the use of CAPITALS should be constrained to the covers of documents, or key headings at the starts of sections.
Essentially the use of capitals should draw attention to the opening of a document (a cover), signpost the start of a new section (a divider, or start of a new topic within a document) and should not be used for long copy. If the text you are considering is longer than a short punchy statement or sentence, it shouldn’t be set in capitals.
Ginger is an additional typeface that professional graphic designers may use. If you are a staff member of Laing O’Rourke you cannot use Ginger in your documents.
Application of the font and weight options follow the some principles set out for Century Gothic.
The lighter weights of Ginger. such as the one being used in this sentence. Ginger Thin, are delicate and core should be token using small point sizes for screen and print use.
Ginger Thin is mostly applied as CAPITALS and at large point sizes on document covers and as headings for instance. Due to its delicacy. designers should look to apply it at 20 point and upwards. considering other weights at point sizes below this.
Ginger Light. which this text is set in. should be used for main copy.
Ginger Bold should be used for sub-headings and quotations, to emphasise significant text or statistics.
Licensing rules prohibit us from copying fonts and providing them to suppliers.
Where possible Ginger should be set to outlines before export.

Logo Usage

The bold red, yellow and black colour combination in our logo is a strong differentiator within our sector. Correct and consistent application of our logo is essential as external stakeholders are frequently exposed to a range of Laing O’Rourke material and collateral.
Our logo comprises several ’elements’. They are: • The black block • The white lettering • The red and yellow bars These elements form our primary logo. None of the elements can be removed, altered or repositioned. The colours, relationships and proportions of these elements are fixed. It is essential that you treat all of the elements as a single entity.
Do not change any of the colours
Do not remove any of the elements
The proportions and relationships of the elements cannot be changed - this is essential when enlarging or reducing the logo
Never rotate or angle the logo
Never compress the logo vertically
Never extend the logo horizontally
Never add any text or graphics to the logo
Do not butt text or graphics directly against the extremities of the black box element
Never delete the black box element
Never trim the edges off the black box to force the logo to fit
This is our primary logo. You should use it at all times. The full colour logo is our primary logo and is the default logo to use on all communications.
This is an old logo. Do not use this logo. This is an old logo. We no longer use it in any circumstances. We are gradually removing the old logo from the business. Please follow this simple rule, do not use this logo.

Tone And Messaging

We aim to make our complex world feel simple, useable and inspiring
The clarity of our approach to engineering is reflected in the bold and striking communications that we design.
It’s vital that our communications reflect the innovation and consistency we bring to our projects.
Applied consistently it will help us convey a strong, unified image, raise our profile and clearly differentiate us from our competitors.
We all have a part to play in achieving this so please familiarise yourself with these guidelines and use the examples as inspiration for creating bold, strong and consistent communications.
Our tagline, also referred to as our Value Proposition, is a succinct expression of our core objective as an organisation.
THE POWER OF EXPERIENCE is our tagline. We sign our documents off with this wording and along with our corporate website address, it’s the last piece of information on many of our documents.
Our tagline is only used at the end of documents. Examples are back covers of printed documents, last panels or footers of exhibition systems, final slides of screen-based presentations or closing sequences of videos.
Our tagline should be centred at the base of a screen or document or ranged left if that suits your application’s style. It must never be ranged right.
Our tagline is applied to documents with either white or black text, no other colours should be considered.
The Motif (see page 16) is an integral part of our tagline, it cannot be omitted, recoloured or changed in any way.

Brand Values

People are the heart of our projects ensuring we deliver them safely, with certainty, and quality
Absolute alignment: We work as one team by knowing and understanding our people and their talents to deliver for our customers
Complete thinking: We look at projects in their entirety to ensure we bring together all the parts at the right time and in the right way for the customer and the business
Sophisticated simplicity: We aim to make our complex world feel simple, useable and inspiring

Visual Style

The bold red, yellow and black colour combination in our logo is a strong differentiator within our sector.
Correct and consistent application of our logo is essential as external stakeholders are frequently exposed to a range of Laing O’Rourke material and collateral.
Our logo comprises several ’elements’. They are: • The black block • The white lettering • The red and yellow bars These elements form our primary logo. None of the elements can be removed, altered or repositioned.
The colours, relationships and proportions of these elements are fixed. It is essential that you treat all of the elements as a single entity.
Do not change any of the colours
Do not remove any of the elements
The proportions and relationships of the elements cannot be changed – this is essential when enlarging or reducing the logo
Never rotate or angle the logo
Never compress the logo vertically
Never extend the logo horizontally
Never add any text or graphics to the logo
Do not butt text or graphics directly against the extremities of the black box element
Never delete the black box element
Never trim the edges off the black box to force the logo to fit

Iconography

Our icon style has been developed to reflect our ‘Sophisticated Simplicity’ approach. We use them to symbolise many of our internal systems and platforms. The icons are designed to follow a few simple rules: • The icon should illustrate the service it depicts • We use black, white and a specific green. An element of each of these colours must be present in an icon. Tints of the green can be used • A 2D approach
We use a specific colours from our palette for icons. They are: C69 MO Y54 K7 Pantone 7723 CP R80 G l 66 B132 #50a684 CO MOYD KlO0 Pantone Process Black CP RO GO BO #000000

Layout And Composition

The colours, relationships and proportions of these elements are fixed. It is essential that you treat all of the elements as a single entity.
Do not change any of the colours
Do not remove any of the elements
The proportions and relationships of the elements cannot be changed – this is essential when enlarging or reducing the logo
Never rotate or angle the logo
Never compress the logo vertically
Never extend the logo horizontally
Never compress the logo horizontally
Never add any text or graphics to the logo
Do not butt text or graphics directly against the extremities of the black box element
Never trim the edges off the black box to force the logo to fit

Motion Graphics

We have developed a kit in After Effects and Motion Graphic Template (MOGRT) files for use in Adobe Premiere Pro that video production companies can download and incorporate into their films. The files can be overwritten allowing you to apply the correct graphics, while adding your own written content. Adjustable parameters have been set up within the MOGRT files, eg. opacity of lower thirds panels, positioning of text in callouts, and scaling of boxes.
The download includes: • AE master file used to create the MOGRT files to enable additional fine-tuning not achievable using the MOGRT files alone. • PREMIERE master file with MOGRT file examples • MOGRT files:
Optional zoom/static intros are supplied according to preference. The ‘VP2l Intro Logo’ can be also be used for outros if desired.
Due to the large size of the Video template zip please contact comms@laingorourke.com and request access to download, or if you need to add further graphics to your video project and would like more advice.
Basic transition -optional -editors can use other transitions according to film style

Digital Guidelines

All images should be exported at 72 dpi (screen resolution).
Carousel: Dimensions: 918 pixels wide by 393 pixels high; Formats: JPEG or PNG
Banner space: Dimensions: 960 pixels wide x 540 pixels high; Ratio: 16:9; Can be scaled from full HD 1920 x 1080 pixel video (1080p); Formats: MP4 video, animated GIF (be mindful of file size not to be too large), JPEG, PNG
Video must be 16:9 Ratio, eg. 1280 x 720 pixels (720p) or 1920 x 1080 pixels (1080p); Links from Vimeo are ideal as embed codes can be used to implement directly to the intranet page
News/Events/External Insights: All three of these asset types use the same dimensions: 962 pixels wide x 412 pixels high; Formats: JPEG or PNG
Spotlight Square: Dimensions: 730 x 730 pixels; Formats: JPEG or PNG
Internal iGATE pages: All three of these asset types use the same dimensions: 962 pixels wide x 412 pixels high; Formats: JPEG or PNG; iGATE will automatically populate this image when it is assigned during creation of the article; The depth is flexible and can be determined by the article owner; Additional images can be contained within the main body of the story. Keep these images to a maximum of 710 pixels wide.
If multiple images are required, a gallery can be created for them in the right hand column. These image sizes can vary.
There is a fixed width that should be observed for Poppulo graphics. There is also a minimum and maximum depth. The depth of graphic can be set at any point between this minimum and maximum.
Width = 650 pixels; Min depth = 100 pixels / Max depth = 200 pixels

Print Guidelines

Do not change any of the colours
Do not remove any of the elements
The proportions and relationships of the elements cannot be changed – this is essential when enlarging or reducing the logo
Never rotate or angle the logo
Never compress the logo vertically
Never extend the logo horizontally
Never add any text or graphics to the logo
Do not butt text or graphics directly against the extremities of the black box element
Never trim the edges off the black box to force the logo to fit

Accessibility Guidelines

Do not change any of the colours
Do not remove any of the elements
The proportions and relationships of the elements cannot be changed – this is essential when enlarging or reducing the logo
Never rotate or angle the logo
Never compress the logo vertically
Never extend the logo horizontally
Never add any text or graphics to the logo
Do not butt text or graphics directly against the extremities of the black box element
Never delete the black box element
Never trim the edges off the black box to force the logo to fit

Packaging Design

Do not change any of the colours Do not remove any of the elements The proportions and relationships of the elements cannot be changed – this is essential when enlarging or reducing the logo Never rotate or angle the logo Never compress the logo vertically Never extend the logo horizontally Never add any text or graphics to the logo Do not butt text or graphics directly against the extremities of the black box element
Do not change any of the colours Do not remove any of the elements Never delete the black box element The proportions and relationships of the elements cannot be changed – this is essential when enlarging or reducing the logo Never angle the logo Never rotate the logo Never compress the logo vertically Never compress the logo horizontally Never add any text or graphics to the logo Never trim the edges off the black box to force the logo to fit Do not butt text or graphics directly against the extremities of the black box like this

We promote our key social media channels on the footer of documents on the back covers or final slide of external facing presentations.
There is no requirement to include the icons on presentations created for internal presentation purposes.
Unlike our corporate icons, our social media icons contain graphics that are familiar to users globally which represent the particular social media channel they represent.
For simplicity the social media icons are contained within the same Adobe Illustrator files: Centred version: Tagline-centred.ai Ranged left version: Tagline-left.ai
They appear centered below the tagline or ranged left, depending on your application.
When used in any online environment they should be set us as hyperlinks, linking to the relevant social channel.
The look, feel and colouring of the icons cannot be changed.
Twitter @Laing_ORourke
Instagram https://www.instagram.com/laingorourke/
Linked In linkedin.com/company/laingorourke
You Tube youtube.com/laingorourkeltd
A typical back page footer integrating our social media icons, centered.
A ranged left version is a acceptable if that suits your application better. Note the space between baseline of the icons and the block of text is equal to the gap between the tagline and the laingorourke.com as shown.
Social media posts Linked in l200x627px
Facebookl200x625px
Instagram l200x627px
Twitter l024x512p

Naming Conventions

Our logo comprises several ’elements’. They are: • The black block • The white lettering • The red and yellow bars These elements form our primary logo. None of the elements can be removed, altered or repositioned. The colours, relationships and proportions of these elements are fixed. It is essential that you treat all of the elements as a single entity.
A quick checklist – what to avoid • Do not change any of the colours • Do not remove any of the elements • The proportions and relationships of the elements cannot be changed – this is essential when enlarging or reducing the logo • Never rotate or angle the logo • Never compress the logo vertically • Never extend the logo horizontally • Never add any text or graphics to the logo • Do not butt text or graphics directly against the extremities of the black box element
This is an old logo. We no longer use it in any circumstances. We are gradually removing the old logo from the business. Please follow this simple rule, do not use this logo.
Do not change any of the colours
Do not remove any of the elements
Never delete the black box element
The proportions and relationships of the elements cannot be changed – this is essential when enlarging or reducing the logo
Never angle the logo
Never rotate the logo
Never compress the logo vertically
Never compress the logo horizontally
Never add any text or graphics to the logo
Do not butt text or graphics directly against the extremities of the black box like this
Never trim the edges off the black box to force the logo to fit