Alfred McAlpine drops the 'Alfred'

Alfred McAlpine has dropped the 'Alfred' from its name as part of a rebranding exercise.

The new corporate identity, complete with purple logo, followed feedback from 30 key clients who said McAlpine's capabilities would be easier to understand if the various businesses operated under the same brand.

So, not only has the Alfred been dropped, but Stiell, the FM business acquired last year, has had its name axed as well.

"McAlpine is a much bigger name Stiell," corporate communications director Bill Loch said.

The rebranding exercise will cost £350,000 in total, but will produce annual savings of £200,000 through procurement efficiencies and lower marketing costs.

When asked if the group expects to generate more cross-selling opportunities, Loch said: "Absolutely. These are notoriously difficult to achieve, but the name change will help."