The listed recruitment firm Hays has launched its new corporate identity to a lukewarm reception.

While the company’s financial performance is on track following its decision to reinvent itself as a recruitment specialist, its new logo has been less warmly received.

Chief executive Denis Waxman said the new logo, resembling a document with a turned-up corner, represented a “new era” for Hays. “We want our clients and candidates to recognise the Hays brand as the leader in specialist recruitment and HR services,” he said.

But Colin Hall, senior partner at Covent Garden-based CHP Design, said: “Hays has always been a very conservative company. If the client hands out a straightjacket [to its design agencies] then the agencies would be very restricted.

“This kind of logo has been done several times before and it is not something which is going to make Hays stand out from the crowd. If it was an open brief then I don’t think a lot of it.”