Randstad — Creating a clear benchmark in staffing and HR

Currently 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. Studio Dumbar was appointed to refocus the identity while retaining the equity of the existing logo (designed by Ben Bos).

Having identified consistency as the key we redefined Randstad’s identity, designing a clear brand personality and structure to ensure a uniform look 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.