Iconic 'Lovejoy' name vanishes in landscape architect restructure

One of the world's most famous names in landscape architecture is to vanish after Capita Symonds decided to drop the word Lovejoy from the practice name.

Capita Symonds, which bought Lovejoy two years ago, said the name would go by the year’s end, as the landscape and urban design company took the parent name.

The move follows a restructure at the multidisciplinary employer of 4,500 staff in over 60 offices worldwide. Four divisions will become three.

Lovejoy Capita came about after the 2008 takeover of Derek Lovejoy Partnership. Lovejoy is one of the biggest names in modern landscape design.

Formed 51 years ago, its breakthrough commission came in 1989 when the firm won a design job for Magic Kingdom in Disneyland Paris. It has around 60 staff and two UK offices.

Director Martin Kelly heads up the practice in London and Capita Symonds said the restructure would lead to no job losses across any of the company’s divisions.

"We’re one of the few businesses that are growing in a recession so there will be no job losses," said the representative. "Martin Kelly’s role remains unchanged."

He added: "Our restructure simplifies our organisation for clients. We provide over 120 services across disciplines such as environment, building design and transport.

"In order to ensure we are presenting a clear, concise message to clients, our offering needs to be united under a single, strong brand."

The company made £27m profit on £273m turnover last year and is on target to add £10m to its bottom line by the end of 2010.

Group managing director Jonathan Goring said: "These changes signal our intention to run bigger programmes, become leaders in all of our niches and core disciplines.

"Our clearer operational structure will position us for the next cycle of investment in our business and ensure we have strong leadership, identity and direction."

The new divisions are Design & Infrastructure covering all design areas, Real Estate handling project management, and Regions focusing on local authority partnerships.

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