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Manpower conducts global rebranding initiative

Employment services company Manpower has undertaken a rebranding effort across the 72 countries in which is operates. The initiative includes a new logo, marketing materials and advertising campaign. As part of the program, the company has reduced the brands under which it does business from 200 to five: Manpower, Manpower Professional, Elan, Jefferson Wells and Right Management. "This new brand reflects the full range of services offered by Manpower," said Lori Procher, general manager of Toronto-based Manpower Canada. The company's professional recruitment services have been grouped under the Manpower Professional banner. In Canada, Manpower Banking and Manpower Direct Hire have been moved under the Manpower brand. Right Management and Jefferson Wells will continue operated unchanged. Elan is not present in Canada. The new Manpower logo consists of five oval shapes of various colours which form the initials "MP." The logos of the other four divisions have also been redesigned to match the overall corporate theme. The logo and corporate identity were developed by London-based branding agency Wolff Olins. Grey Worldwide of New York is handling the new advertising campaign, no details of which were available at press time.

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