Switzerland-based Adecco Group is one of the leading staffing companies in the world. In addition to the main Adecco brand, it operates under a few other brands. To create a clearer distinction between the operating and corporate level, Adecco recently introduced a separate brand identity for the Adecco Group. It was developed by Landor Associates. Adecco (without "Group") will still be used for the staffing business.
According to a press release, the new look represents the "core values, passion and humanity" of the group. Landor also worked on rejuvenating the main Adecco brand.
The new identity better differentiates The Adecco Group from its global lead brands and helps increase the organisation’s prominence as the global labour market and workforce solutions industry expert.
The new positioning creates greater meaning in the Group brand and will help the organisation better connect with its target audiences, ultimately strengthening the organisation’s leading market position.
The rationalised portfolio and new brand identity create greater clarity for The Adecco Group’s customers, enabling the Group to more effectively leverage relationships with its global lead brands – Adecco, Badenoch & Clark, Modis, Spring, Lee Hecht Harrison and Pontoon. The solution also allows each operating subsidiary to perform a distinct function, while building trust and loyalty in the parent company. - Press release