One of the world’s leading employment agencies, Randstad was the first Dutch company of its kind to see brand communication and design as important tools to build their business. Having considered their corporate vision and brand promise, Randstad concluded that while their core values remained true, their brand appearance had become fragmented — internationally, and within each country.
We wanted to retain as much of the existing brand equity as possible. The Randstad logo and colour (designed by Ben Bos) have achieved widespread recognition and value globally, and should therefore remain untouched. Our strategic focus was to foster growth by creating a more personal, more human image, and by improving the visibility of the brand across the vast range of touchpoints used worldwide. It was equally important to provide the tools required to appeal to specific local markets – whatever the region or country – without losing the ‘one brand’ principle.
Having identified consistency as the key we redefined Randstad’s identity, designing a clear brand personality and structure to ensure a flexible, yet clearly uniform look and feel across the globe – from websites and communications, to interiors and fleet liveries. We also introduced a new approach to photography, placing the emphasis on people.
The visual identity designed by Studio Dumbar confirmed and supported the leading position Randstad has achieved in the global marketplace. Our design introduced the flexibility required to make it easier for Randstad organisations around the world to communicate with local audiences, whilst contributing to the ‘one brand’ principle. This helped to grow the business and strengthen the brand’s position as a global leader.