Randstad announced today it has launched a new sonic identity that will serve to strengthen its brand worldwide. The sonic identity is a contemporary anthem and a distinctive sound logo to reflect Randstad’s new proposition ‘Human Forward’.
The identity was created together with international creative music agency MassiveMusic and consists of an inspirational brand anthem and a distinctive sound logo. Echoing the brand proposition ‘Human Forward’, the new sonic identity acts as an indispensable part of Randstad’s entire brand experience and expresses the company’s brand promise – being a trusted human partner in today’s technology-driven world of talent.
legacy in sound
Founded in the Netherlands by Frits Goldschmeding, Randstad has always understood the value of including music and sound as part of their brand expression. When they became a global company, a song called ‘Good To Know You’ emerged. Now, with the recent introduction of their ‘Human Forward’ brand promise, the recruiting company felt the need to own a new bespoke sound.
Our new sonic brand tells our story, but moreover, it encapsulates everything we say about ourselves, what we look like and how we act. All these elements come together to paint a picture of who we are through the use of music and sound.
A year ago, Randstad came to us with a clear briefing: help strengthen their brand through the considered use of music and sound. They needed an ownable sound, with the focus on connecting clients and candidates through authenticity and emotion. The outcome is a new sonic identity that brings consistency and cohesiveness across all touchpoints – both externally and internally to their 39,000 employees in 39 countries.
realizing true potential
The creative process led to the idea of a sung duet between a man and a woman moving forwards together to realize their own true potential in work and in life – a message that Randstad has always supported throughout the years. The duet eventually widens out to a larger choir, representing Randstad itself. All instruments and vocals in the music composition and production were selected for their warmth, tone and authenticity.
The sonic identity will be gradually introduced all over the world. It caters to a variety of touchpoints, helping reinforce Randstad’s brand distinctiveness. Examples include: UI and UX sounds for web notifications, mobile alerts, music for social media, TV, radio and events, as well as ringtones and ‘hold’ music on phones.
about randstad
Randstad is a global talent leader with the vision to be the world’s most equitable and specialized talent company. As a partner for talent and through our four specializations - Operational, Professional, Digital and Enterprise - we provide clients with the high-quality, diverse and agile workforces that they need to succeed in a talent scarce world. We help people secure meaningful roles, develop relevant skills and find purpose and belonging in their workplace. Through the value we create, we are committed to a better and more sustainable future for all. Headquartered in the Netherlands, Randstad operates in 39 markets and has approximately 40,000 employees. In 2023, we supported 2 million talent to find work and generated a revenue of €25.4 billion. Randstad N.V. is listed on the Euronext Amsterdam. For more information, see www.randstad.com.
for more information
Elise Martin-Davies
+31 (0)6 1322 5136
press@randstad.com