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Fluor unveils new corporate branding initiative

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Aliso Viejo, Calif.--Fluor Corp., a global engineering, construction and coal production company, has unveiled a new corporate branding structure, to coincide with its recently announced corporate restructuring. Fluor has created separate logos for each of its divisions, including Fluor Daniel, Fluor Global Services, Fluor Signature Services and A.T. Massey. Previously, the divisions were all represented by a single Fluor logo. The idea is to give each division clear accountability and a distinct marketing message. Future b-to-b advertising campaigns will incorporate the new logos, said Keith Karpe, Fluor Corp.'s senior director of communications.
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