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Perkins+Will loses 'confusing' Pringle Brandon name

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Pringle Brandon’s name is to be dropped 18 months earlier than originally planned following its merger with Perkins+Will in 2012

Speaking to Architects’ Journal, director Jack Pringle said that the original intention had been to take on the parent brand’s branding after five years.

However, he said that the growing company’s London office - which had been trading as Pringle Brandon Perkins+Will - will follow its Dubai office in using the simpler Perkins+Will name to avoid confusion with clients.

He said: ‘We knew from the outset that there was a real trap in brand confusion and dilution and that in the end we would need to change to Perkins+Will.

‘For a time, the brand recognition that we had in the UK outweighed the disadvantages but we reached a tipping point recently where it seemed the right decision to drop our old name.’

He said that the move would help clients realise that the London office is part of a wider global firm ‘and that we can support them in the USA, South America, China, Canada.’

He added: ‘It has also been confusing for clients sometimes when we were collaborating with other Perkins+Will offices and they wondered why two parts of the business were calling themselves different names.’

Pringle said that he would not be particularly sad to see his name disappear from over the door.

He said: ‘After 30 years I am word blind to it now. I am not going to have any problems with it and I don’t think Chris (Brandon) will either. The overwhelming feeling is that we took a risk to join with Perkins+Will that has paid off really well.

We have doubled the size of our London office

‘We have doubled the size of our London office and we have gone from about 12 staff to more than 80 in Dubai.’

Perkins+Will’s London office is currently working on several major projects, including The Stage, a 2.5 acre site in Shoreditch, 150 Holborn, a 16,700m² new corporate office, and Siemens’ 53,000m². wind turbine production and installation assembly facilities in Hull.

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