Welcome to Morson. This toolkit explains how our brand works, for Morson as a whole and for our four Strategic Business Units: Praxis, Edge, Vital and Nexus.
It’s designed for clarity.
Explaining why we’re structured the way we are, and pointing everyone in the same direction.
It’s developed with purpose. Keeping things consistent across our business, so every decision we make is right for the Morson brand.
And it’s built for action.
Whether you’re planning, producing or partnering with external providers, you’ll find everything you need to bring our brand to life.
We are Morson
We see sharper
Clever stuff
At Morson, we’re not just in the business of recruitment. We’re bridging the gap between today and tomorrow.
From engineering to energy, infrastructure to defence, transportation to technology, we connect the brightest minds with the biggest challenges. Shaping how skills are discovered, developed, deployed and connected.
When it comes to trends, we don’t just spot them. We set them. By partnering with visionary companies and progressive people, we drive real progress.
With our engineering mindset we solve problems before they happen and make bold ideas a reality.
Smart solutions, sharper thinking, and a relentless focus on what’s next.
It’s pretty clever stuff (even if we do say so). But that’s precisely what’s needed.
Because the future isn’t just something that happens. It’s something we’re already building, together.
Brand Structure 01.
The world is moving faster.
Industries are evolving. The demands on the technology, energy, infrastructure and defence sectors are ramping up.
Standing still simply isn’t an option.
To stay ahead, Morson has transformed – breaking down silos, streamlining our structure, and sharpening our focus.
This isn’t just an internal shift. It’s a game-changer. A stronger, unified brand makes it easier for clients to gain seamless access to a broader range of skills, expertise and solutions.
Turning complexity into opportunity and cementing our role as a trusted partner.
A sharp focus
Talent for transformation
Morson is here to power progress, by connecting the brightest minds with the biggest challenges –in the sectors that shape the world. From engineering and energy to infrastructure and defence, we supply the skills, solutions and strategies where they matter most.
Whatever we’re doing, we bring hands-on expertise, an unrivalled perspective and uncommonly clever solutions.
No more chasing to keep up with the pack. How about setting the pace?
The whole picture is the whole point
One brand. Four specialist units.
A smarter way to solve productivity problems.
Morson’s new structure unifies our expertise across technology, energy, infrastructure, and defence into four Strategic Business Units. Each is focused on a core strength: applying, supplying, deploying and connecting specialist skills.
Morson Praxis applies technical consultancy to transform ambitious ideas into real-world solutions – optimising processes, shaping next-generation systems and driving innovation.
Together, they form a complete ecosystem. Seamless, strategic, built for what’s next.
Morson Edge supplies the specialist talent that powers progress, using insight and foresight to tackle productivity challenges in the short, medium and long term.
Morson Vital deploys expert teams with agility and urgency, delivering hands-on solutions to strengthen infrastructure, boost reliability and keep things moving.
Morson Nexus connects future skills, from first professional steps to retraining, reskilling and pivoting – nurturing ambition and driving long-term value.
Applied technical consultancy
Morson Praxis partners with forward-thinking clients to solve high-stakes challenges – applying expertise, innovation and foresight to turn ambitious ideas into real-world impact.
From optimising aerospace processes to shaping next-generation defence systems and transforming major infrastructure, our consultancy doesn’t just advise. It activates.
We’re backed by the collective strength of Morson. We work seamlessly alongside Morson Edge (our talent powerhouse), Morson Vital (our infrastructure fixers) and Morson Nexus (our skills multiplier), giving us a unique line of sight into modern organisations.
This synergy helps us create more powerful solutions. And by sparking ongoing innovation and nurturing future talent, we’re always ahead of the next engineering challenge.
Clever thinking, uncommonly clever application.
That’s Morson Praxis.
Supplied specialist talent
Morson Edge supplies the talent that powers progress. We partner with game-changing businesses across aerospace, defence, technology, infrastructure and power, helping to solve productivity challenges in the short, medium and long term.
By understanding our clients and their challenges, we can spot hidden potential – from an industry veteran ready to lead to a rising star about to make their mark –and ensure every hire has the mindset to drive businesses forward.
As part of Morson, we draw on the first-hand insight of Morson Praxis (our consulting masterminds), the agility of Morson Vital (our infrastructure fixers) and the power of Morson Nexus (our skills multiplier) to provide a smarter, more connected approach to talent. Helping to secure the pipelines of tomorrow.
Because we’re not just filling roles. We’re shaping the future of STEAM skills.
Morson Vital deploys expert teams to fix and fortify infrastructure. More than just patching problems, we engineer solutions that last – boosting reliability and ensuring long-term value.
From essential rail upgrades to cutting-edge power systems, we bring hands-on skill, agility and urgency to keep businesses, infrastructure and projects moving as they should.
Working seamlessly alongside Morson Praxis (our consulting masterminds), Morson Edge (our talent powerhouse) and Morson Nexus (our skills multiplier), we bridge gaps in expertise and perspective to ensure every project has the right strategy, insight and people for success.
And thanks to our unique line of sight across nationwide industries and infrastructure, we’re perfectly placed to anticipate challenges and shape expert teams that are ready for what’s next.
Clever skills, uncommonly clever solutions.
That’s Morson Vital.
Connected future skills
Morson Nexus brings together learning, development and skill-building in a powerful new way. As the world’s most connected STEAM skills platform, we deliver far more than just training. We orchestrate the full learning and development lifecycle.
Whether it’s shaping learning frameworks, overseeing supplier networks, or embedding AI-powered solutions, we help businesses and individuals navigate complex training and compliance landscapes – driving long-term value and growth.
By integrating seamlessly with Morson Praxis (our consulting masterminds), Morson Edge (our talent powerhouse) and Morson Vital (our infrastructure fixers), we offer a uniquely connected view of skills.
Where others operate transactionally – providing training and ticking boxes – we operate strategically. This is all about building stronger teams and smarter careers.
We’re here to shape the future of skills across science, technology, engineering, arts and mathematics.
With our foresight and deep expertise, we’ll see what’s coming next – redefining how skills are discovered, developed, and deployed. We’ll set new standards for solving the toughest challenges in engineering, energy, infrastructure, and defence.
By bridging skills gaps, driving innovation and anticipating the needs of tomorrow, we’ll empower businesses and form powerful new communities around the world.
We’re uniquely placed to harness the true power of STEAM skills. This isn’t about tooling up. It’s about building the future.
Vision
Be a partner to the world’s most visionary companies and progressive people to solve productivity problems. Mission
This is how we’ll go about turning our vision into reality, every single day.
And for us, it’s all about the power of the partnership.
At Morson, we don’t just support ambition. We share it. Working sideby-side with all kinds of businesses and individuals, we combine deep industry knowledge with smart solutions to break new ground.
We anticipate needs before they arise.
We connect the right people at the right time.
We bring the ideas, insight and infrastructure that turn bold thinking into real-world impact.
We know when to question, when to challenge and when to speak up. Because that’s what partners do.
And when we partner with purpose, we make amazing things happen. Together.
This is what sets us apart. Our unique offer to the industry (and beyond).
Thing is, when you’re working with clients at the cutting edge – tackling some of the toughest problems imaginable – it’s not enough to be simply smart. You need to be unusually sharp.
And that’s the Morson magic.
Uncommonly clever stuff
Proposition
Whether we’re applying consultancy, supplying talent, deploying expertise or connecting future skills, our unique blend of recruitment and engineering excellence means we offer solutions others simply can’t.
We see further. We think sharper. We solve the seemingly unsolvable.
And whilst this isn’t complicated, it’s uncommonly clever stuff.
This is how we show up, collectively and individually. At Morson, we’re hardwired to solve problems. So, we never sit back and wait – we roll up our sleeves and get stuck in. Our engineering mindset demands it.
Lean in Engineering mindset
Leaning in means staying sharp, supporting each other, and striving for the smarter solution. It means building stronger teams and seizing bigger opportunities.
We lean in because we love seeing the difficult stuff done well.
We lean in because that’s what our clients value.
We lean in because there’s no other way.
These are the principles we hold ourselves (and others) to.
We embrace the unknown by questioning everything.
Staying at the cutting edge of our fields means never settling for ‘good enough’.
We’re stronger together, connecting ideas and people to tackle challenges faster and better.
Everyone shares in the credit and responsibility alike.
We’re proud to stand up for each other, our clients and our communities.
We genuinely care about the outcome because people always come first.
We don’t stand on the sidelines.
When things get tough, we dive in headfirst and own our decisions.
We’re brave enough to have the difficult conversations.
We understand the impact of our work.
From ensuring safety to enabling life-changing opportunities, what we do is high stakes. And we treat it as such.
We’re driven and determined – but we’re never run of the mill. We spot opportunities others miss and challenge the status quo with razor sharp thinking.
Brand Messaging 03.
Our brand line encapsulates everything about Morson – and all our messaging starts here.
Four little words. One powerful statement of intent
At the sharp end
We thrive on the toughest challenges
We operate in the most demanding environments
We work on truly business-critical projects
We see through complexity and chaos
We always roll up our sleeves and get stuck in
We deliver tangible results
We have unrivalled vision and foresight in the industry
We shape the global agenda in STEAM skills
We don’t just keep up; we lead the way
And (of course) our solutions are uncommonly clever
Introducing...
The Visionary Bridge-Builder.
What does Morson sound like as a brand?
We’re a rare breed. Our voice is uncommonly clever – just like the talent and clients we partner with – but we never use our intelligence to alienate. We use it to connect.
Speaking the language of both experts and laypeople, we ensure ideas flow clearly and inclusively. Because we know we’re part of a bigger picture.
We temper and tailor our knowledge, confidence and intelligence to suit our audience, without ever compromising our vision or integrity. We’re the everyman smarty-pants: sharp enough to challenge, approachable enough to invite people in.
We’ll crack a witty joke to a willing audience, but we always communicate with clarity, authority, and purpose to the wider world. Put another way...
Gary Neville meets Steph McGovern.
We’re talking Gary Neville’s direct, analytical force fused with Steph McGovern’s warm, relatable wit.
He brings incisive commentary, decisive action and clear-eyed expertise.
She adds down-to-earth humour and an inclusive knack for making big ideas feel accessible.
Together, their combined style is confidently... authoritative yet welcoming – striking that perfect balance between knowledgeable guidance and genuine, everyday charm.
An uncommon blend of candour, insight and
approachability...
...just like Morson
Our tone flexes depending on the audience, message, and context. But here’s how you’ll always know it’s us.
SHARP
(BUT ACCESSIBLE)
CONFIDENT
(BUT HUMBLE)
INSPIRATIONAL
(BUT RELATABLE)
DOWN TO EARTH
(BUT PROFESSIONAL)
We do uncommonly clever stuff, and we’re not afraid to demonstrate it. Our language is smart, meaningful and precise. We get to the point.
And because we know what we’re talking about, we don’t have to hide behind jargon and waffle.
Just like us, our language is bold and self-assured. We prefer active verbs. We’re not afraid to show thought leadership – but we never veer into arrogance.
And we avoid overstating things with fluffy adjectives (groundbreaking, unbelievable, and so on).
Motivational and forward-thinking, but never preachy. We’re building the future and inspiring the next generation. So, we vary our sentence lengths.
For attention. And we use dynamic language, with strong calls to action, to build the energy.
There’s a lot of self-important nonsense in the world. Let’s not add to it. Our engaging, conversational tone means we’re always approachable.
We enjoy an idiom, or even a rhetorical question, from time to time. But we always know where to draw the line.
Basically, we say things like this...
There’s no substitute for first hand knowledge.
On point problem solving.
Short, sharp and on point.
Think sharper.
Mission Critical?
Consider it sorted.
Engineering, planning, recruitment and full teams ready to take off.
The skills gap is widening.
We need to bring it to a point now.
The point is, if we don’t invest in S.T.E.A.M. today there’ll be no engineers tomorrow.
At the sharp end we grind harder
Engineering sharp One. Sip. At. A. Time.
Designed to lift off.
Onwards, upwards... straight to the point of need.
Tackling engineering problems...
From layouts to lineouts, with you at the sharp end.
Big plans?
We’ll take them from drawing board to the sharp end.
We don’t just offset carbon... We design it out. From the first blueprint to the last bolt... We handle the sharp end. Solving big world problems with first principles. Clever stuff.
Welcome to the sharp end of engineering.
Know your axis from your elbow?
Engineers wanted.
No fuss, all thrust...
Get your career off the ground with us.
Precision placements from engineering. Always on point.
Managing stress, practising tolerance, mastering control, staying on that critical path. Bearing the load, knowing when to pivot. Speaking in code, cracking under pressure, getting to the point...
All in a day’s work.
Engineers wanted. Only the sharpest need apply.
Broken rails or project derailed?
We’ll get it back on track. For things of vital importance we deploy sharp teams.
Need boots on the ground? Ours are already laced up.
Mission critical?
Ready to deploy teams when expert skills are vital.
For the sharpest skills you need the sharpest solution.
When it comes to training, some tick the box.
Others think outside it. We’ve re-engineered it.
Engage their brain by engaging yours. Do skills the smart way. Their smarts start with yours.
Choose the world’s most connected skills platform.
Skills take skill.
Let’s sharpen yours.
Joined-up thinking for joined-up skills.
Let’s connect.
04. Visual identity
Primary Logo.
The Morson logo is the face of the brand and our most recognizable asset.
Our master logo consists of the Morson wordmark, combined with the Morson roundel and tagline. Together, these elements comprise the primary version of our logo and must be reproduced according to the specifications found in these guidelines.
The wordmark and roundel may also be used on their own as secondary design elements in a variety of applications (see page 58).
Primary Logo.
The 45-degree angle is central to the Morson brand, being the optimum angle for maximum trajectory. It forms part of the brand’s DNA and is subsequently a crucial element of the logo’s construction.
It is used to split the roundel into three components (representing the individual SBUs), and cuts the final downstroke of the customised letter ‘n’, signifying that Morson’s is always ‘at the sharp end’.
45° angles dissect the logo to create the dynamic cuts and signify being at ‘the sharp end’.
Primary Logo Variations.
The full-colour variations of the logo should be used whenever possible to maintain the integrity of the brand identity and ensure consistency across communications. In certain cases, a black or reversed white version of the logo may be required.
Secondary Logo.
A secondary logo with a horizontal lock-up serves as a versatile alternative to the primary logo, offering flexibility in various contexts where the full logo may not be suitable. It can be used in smaller spaces, on different backgrounds, or in situations where the primary logo may not be legible or effective.
Secondary Logo Variations.
As with the primary logo, the full-colour variations of the secondary logo should be used whenever possible to maintain the integrity of the brand identity and ensure consistency across communications. In certain cases, a black or reversed white-out version of the logo may be required.
MONO REVERSED
Clear Space.
A minimum amount of clear space must always be maintained around the logo. The clear space should be equal to the width of the letter ‘S’ in the logo (x) and is proportional to the size of the logo being used.
X = WIDTH OF ‘S’
Incorrect Usage.
To maintain the integrity of the Morson logo and promote brand consistency, it is important to use only the official logo files as described in these guidelines.
Here are examples of improper logo use that could be damaging to the brand.
DO NOT alter colours
DO NOT manipulate the elements within the logo
DO NOT resize elements
DO NOT add effects
Line of Foresight.
The line of foresight is always constructed to follow the Rule of Three, and must include:
• 1 x vertical (or horizontal) line
• 1 x diagonal line at 45º
• A combination of 3 lines – never more, never less The line must always be continuously drawn, never be curved, and always be of a single, fine keyline thickness. It should be used to pinpoint key information, emanate from the Morson logo or roundel, or run off the page to indicate progression and forward momentum.
45° Diagonal
Horizontal
Vertical
Line of Foresight crops
Vertical alignment
Alignment with the centre of the roundel
Text
Text
Line of foresight extends from the customised character in the wordmark
Alignment with the centre of the ‘o’ in the wordmark
Graphic Abstracts.
Each SBU has a proprietary graphic abstract based on the morson brand DNA. The abstract shapes are highly adaptable and can be interpreted in various ways, offering flexibility in their application across different media and contexts.
They can be adapted to suit a wide range of brand messages and applications from minimalistic sophistication to bold creativity.
For Morson brand communications, a combination of any of the individual graphic abstracts can be used.
See the brand executions on page 58 for examples of the graphic abstract usage.
Dual Branding–Portrait.
For vertical format third party logos, the overall height guide is 75% of the height of the Morson logo.
Dual Branding–Landscape.
Third party logos must be locked-up alongside the Morson master logo, separated by a thin vertical keyline. For horizontal format logos, the overall height is 75% of the height of the Morson logo.
Primary Colour Palette.
Morson Black
Morson Red
Praxis Blue
Edge Purple
Vital Orange
Praxis Aqua
Edge Pink
Vital Yellow
Nexus Turquoise
Nexus Green
Logo colour Logo colour Logo colour
Logo colour Logo colour
SBU Colours.
Each SBU logo color is selected from the gradient swatch, chosen to provide clear differentiation between the business units.
R05 G166 B245
C69 M22 Y00 K00
#05a6f5
R166 G64 B214
C51 M80 Y00 K00
#a640d6
R255 G77 B20
C00 M84 Y99 K00
#ff4d14
R000 G156 B130
C82 M16 Y60 K01
#009c82
Applied.
Images that are representative of planning, blueprinting and applying intelligent solutions. Solving big world problems with first principle …at the sharp end.
Breathing in accents of the divisional colourway provides differentiation between the SBUs.
Supplied.
Reflective of spotting talent,the sharpest minds and singling out specific individuals with pinpoint focus.
Exaggerated depth of field allows us to focus in and see what others don’t.
Images are shot with angled facets in the foreground, or combined with our graphic abstracts to add a sense of depth and perspective.
Deployed.
Images that represent deploying sharp, expert teams with boots on the ground.
We dramatise being ‘at the sharp end’ through the use of dynamic angles, extreme perspectives, or being in the thick of it.
Again, we feature the SBU colourway either through props within the imagery, or superimposed with lighting, etc.
Connected
Conveying the importance of connection – strategic, interpersonal, technological – in building skills and staying sharp.
We feature a breadth of learning environments: on-site, in the classroom, and via e-learning.
Images are composed and cropped to show moments of real focus, individually and collectively.
Colour accents can be used to help distinguish between SBUs.
Detail.
A love letter to engineering, we use black and white to focus in on graphic close-ups and celebrate the attention to detail of physical forms.
We use these abstract shots to represent each of the four core sectors that Morson currently operate in.
Space Grotesk
Inter Tight
Secondary Font.
Inter Tight is a clean, contemporary secondary font that is suitable for body copy, sharing similar character forms and proportions to Space Grotesk.
Inter Tight Bold can be used to add visual hierarchy and to highlight and call out key information.
Font Hierarchy. Headline
SUBHEADING
Space Grotesk: Light / Medium
Space Grotesk: Regular / Medium
Uppercase Tracking: +150
Typographic styles define the hierarchy of information. Please adhere to the rules on the right for each text type to help with messaging and readability.
Body copy:
Es quam eligend aeculpa rchicip suntota tempore nihillaborro cori corro milis aut re, consequat. Ant volorumque nuscilis aceperro ommodit iandelentis es et lam a que ium fugia ne nonseque de nobit magnis et eum desciuribus simolor re dolum estot atur.
Inter Tight: Light / Regular
Inter Tight: Regular / Bold (for emphasis)
Space Grotesk: Medium / Bold
Icons play a crucial role in maintaining visual consistency, clarity and brand identity across various touchpoints. Establishing clear guidelines for their usage ensures that they both effectively communicate information and are an extension of the brand’s core visual DNA.
The icons are created using a square grid, single line thickness and always include an element drawn at 45°.
Print Grids.
To create the structure of the page and the correct size for the wordmark, the following steps need to be taken:
• Determine the size of the wordmark based on page content (full width logo, 2/3 logo or 1/3 logo)
• Set the size of the wordmark to the full width of the page in question
• The outer margins will be determined by the width of the stem on the letter ‘N’. Margins are to be no smaller than the width of the ‘N’ of the 2/3 logo.
• Divide the page within the margins into six equal vertical columns – this grid will then determine the size of the three wordmark options to use.
For SBU logos use the Morson logo to determine the margins and then place the SBU Wordmark
NB: Different publications have distinct safe areas – the page edges in the examples on the right indicate the boundary of the safe area.
Logo positioning - portrait
Logo positioning - landscape
Digital Grids.
To create the structure of digital grids, the same steps apply as for print grids. However, due to some artboards being more extreme in their dimensions, the following rules apply:
• Wherever possible, Leaderboards always use the 1/3 wordmark size, positioned in the bottom-left or bottomright corner
• Wherever possible, Skyscrapers always use a verticallyaligned wordmark, positioned in the bottom-right corner, and sized to be 1 1/2 column widths wide
• Wherever possible, 1:1’s always use either the full width or 2/3 wordmark size. If the latter, it is positioned in the bottom-right corner.
Skyscraper
160x600px
SBU wordmark Versions.
When setting up grids with SBU wordmarks, start by using the full-width, 2/3, or 1/3 Morson wordmark — whichever size fits best — to determine the appropriate margin size, as demonstrated on the previous two pages. Once the margins are set, replace the Morson wordmark with the selected SBU wordmark and adjust its size accordingly.
2/3 width Morson wordmark used to determine the margin width. Swap out the Morson wordmark for the Morson Praxis wordmark.
Brand Executions 05.
Brand Governance 06.
Responsible Contacts:
Ben Taylor
Group Brand Marketing Manager
ben.taylor@morson.com
Rebekah Lee
Group Director of Marketing rebekah.lee@morson.com
Review Process for New Materials
All new design work or branded materials should be submitted to the Brand Marketing team for initial review. This includes ensuring alignment with brand guidelines, tone of voice, visual consistency, and correct logo usage. Feedback will be provided within 3–5 working days, depending on the scope of the asset.
Approval Workflow for Assets
1. Initial concept/design submitted to Brand Marketing team.
2. Reviewed by Ben Taylor or a designated member of the brand team.
3. Where necessary, escalated to Rebekah Lee for final approval.
4. Once approved, the asset can be used/distributed as appropriate.
For specific asset requirements or access to our digital asset management system, please consult the Marketing team directly.
