Manpower approached leading brand agency Wolff Olins to update and reposition the recruitment company brand. Manpower at the time was perceived as everything a people-facing, global recruitment business should not be: corporate, masculine, unapproachable, lacking personality. The objective was to create a fresh, colorful, dynamic brand that struck a chord with ambitious young executives, male and female, enabling Manpower to reclaim its position as the world’s favorite recruitment business once again.
With so many offices worldwide, the brand was to be rolled out globally on interiors, exteriors, uniforms, collateral and website, to replace the many inconsistent applications of the brand currently in place.
Working as a designer and brand consultant at Wolff Olins, my team and I began by carrying out a research phase to get to grips with the Manpower customer profile, the competitive landscape, the range of services Manpower offer, their price point, and to discover where the opportunities lie for a new, fresh rebrand.
The recruitment sector was saturated with aggressive, corporate brands and it was clear we needed to steer the brand far away from making the same mistake. I developed a simple, vibrant “strike” logo from an abstracted “MP” — a symbol that is now iconic and widely recognized as Manpower. The marque was italicized to add energy and movement, juxtaposed with the upright typeface, it appears to literally take-off, while the color palette included a corporate blue paired with a sky blue, turqoise green, a bold red and a vibrant orange to convey a bright, bold brand comprising many different talents (creative, operations, marketing etc). While I experimented with many typefaces during the process, including hand-drawn lettering for personality, we concluded that a classic Helvetica typeface provided a sliver of corporate professionalism and seriousness, and just enough when paired with the colorful strikes. The visual language has subsequently been rolled out to the wider Manpower Group and its subsidiaries.
Final logo version