In a statement released this week, the recruiter revealed the new sonic identity contains an anthem and a sound logo to reflect Randstad’s new proposition ‘Human Forward’.

Global music agency MassiveMusic created the sonic identity for Randstad comprising of a duet sung between a man and a woman moving forwards together to realise their own true potential in work and in life. The duet eventually widens out to a larger choir, representing Randstad itself, says the statement.

MassiveMusic also created a recognisable sonic logo, derived from the anthem itself, which will be used to sign off all future communications. Randstad says it chose to develop 5-note and 9-note variations for different contexts and content types. The melodic logo was composed to echo the sentiment of ‘Human Forward’ and the notion of ‘True Potential’, hence ending with a positive uplift in notation.

The new sonic identity will be used across 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.

Elaborating on the agency’s move, Randstad global director of marketing Joost Schriever said: “I’m very proud of our anthem. We call it an anthem and not just a song because it’s much more than that: it’s the musical DNA of the Randstad brand. The new brand anthem will have a long life and be used across myriad applications.”

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