To Rebrand or Not To Reband?


by | Apr 21, 2015

CH2MAnother environmental firm — CH2M Hill — has adopted a new brand name and logo.

The consulting and engineering firm has shortened it name to simply CH2M and created a new logo.

The move follows in the footsteps of PE International, which last month announced its new name, thinkstep, and a new company logo. At the time, Christoph Wilfert, thinkstep CEO, told Environmental Leader that the rebranding effort and launch of its enterprise technology platform,, reflect the embedding of sustainability into corporations. “Sustainability is a part of companies’ decision making,” he said. “It’s no longer a side show but really a core of the business.”

CH2M chairman and chief executive Jacqueline Hinman gave a similar explanation for the company’s switch. “It combines our client-centric mindset with our commitment to technical excellence and innovation. The challenges facing our clients don’t fit neatly into boxes any more.”

By all accounts the two firms were doing well before they rebranded. In 2014 CH2M led the environmental consulting and engineering industry in terms of revenue, according to the Environmental Business Journal’s annual review published in January. It also led Environment Analyst’s 2014 rankings and Verdantix says it’s one of nine leading environment, health and safety information management and technology services firms, according to a survey of 250 heads of EH&S.

And thinkstep, back when it was PE International, in February 2014 saw its SoFi software became the first to receive certification of G4 content from the Global Reporting Initiative as part of the GRI Certified Software and Tools Program. In addition to its industry-leading sustainability and environmental reporting and management software, the company last year updated its sustainable products database, GaBi Database 14, and launched a Food and Feed life cycle inventory database that aims to help companies lower greenhouse gas emissions generated by food production.

Takeaway: What’s in a name? As two leading environmental firms rebrand, it will be interesting to see if the name change and new logos help — or hurt — their businesses.

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