Contractor set to be renamed by end of year under deal which saw Goldman Sachs buy consulting arm

Mace has appointed branding agency Koto to come up with a new name for the contractor.

The firm is expected to ditch the Mace name by the autumn in the wake of the deal which saw Mace Consult majority owned by Goldman Sachs.

Under that deal, the US bank is keeping the Mace name meaning the construction business is having to come up with a new name and branding.

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The Mace name will disappear from the firm’s hi-viz and site hoardings by the end of the year

Koto managing director Stephanie Hinds said: “We’ve been brought in to work across brand strategy, naming, and visual and verbal identity to help shape what comes next.

“This is about building a brand that matches that ambition and sets them up for what’s ahead.”

Koto’s clients include Amazon and TripAdvisor but Hinds said the Mace contract was a “big one for us”.

The name change marks the end of an era for a business that was set up in 1990 and made its name in contracting with the deal to build the Shard, which was completed in 2012.

Meanwhile, Bovis and its branding agency Industry Partners won several prizes at an industry event last night for its rebrand following its acquisition by private equity firm Atlas Holdings last year.

The firm quickly swapped the Lendlease name for the historic marque which first emerged in 1885 but vanished when its then Australian owner ditched the name completely in 2011, a dozen years after it paid P&O £285m for its Bovis construction business in 1999.

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