Identity update for Hays as it demerges

Specialist recruitment group Hays has unveiled a refreshed corporate identity, ahead of the planned demerger from its logistics arm Hays DX, as anticipated in Design Week (DW 26 May 2004).

The marque was designed by Identity, which won the contract after a three-way, unpaid pitch.

According to Hays marketing director Gary Hughes, Identity was briefed to generate a form that could be applied to an extensive range of on- and off-line applications, as well as to signage.

‘The new logo presents a distinctive, premium image that positions the group very well in the market, in line with recommendations from brand strategy group New Solutions,’ says Hughes.

The branding project began in September last year and Identity was hired just before Christmas. The marque will launch this month across 306 offices in 16 countries.

Hays DX, the mail logistics division, has shortlisted three design consultancies to review its brand positioning, following a demerger from Hays.