Morgan McKinley specialises in recruitment for commerce
and industry, banking and financial services, taxation, public
practice, not for profit, and the public sector. The company
employs over 800 people across 24 offices in six countries,
and works with some of the world’s leading international
organisations, as well as small and medium-sized
enterprises. Its identity therefore, had to communicate an
international perspective, and be effective across a range
of markets and cultures.

Glazer began by running workshops with Morgan
McKinley’s management leadership team, to help identify
the company’s vision, mission and values, and define its
personality. From these findings, the consultancy developed
a tone of voice for internal and external audiences, with
guidelines for spoken as well as written communications.

The brief also emphasised the need to convey the
company’s heritage, experience, stability and forward-
looking ambitious growth plans – and to create a clear and
bold yet approachable brand personality. Glazer’s work
expresses these qualities through a new logo and visual
language, applied to a diverse range of online and off-line
communications. The consultancy has created design
styles for key items, such as brochures and PowerPoint
presentations, and is now working with Morgan McKinley’s
in-house team, who will implement the new identity.

A star created from two letter Ms forms the new symbol
– widely recognised across different cultures as a guiding
light, and as an influence on people’s destiny, fate and
fortune. It’s also a sign of quality, and a way of describing
famous or brilliant performers – and therefore extremely
fitting for a recruitment business.

For more information please contact Hannah Powlesland on
020 7221 2595 or hannah.powlesland@glazer.co.uk

Links:

http://www.morganmckinley.co.uk/

http://www.recruiter.co.uk/premier’s-rebranding-
ambitions/1001359.article

http://www.recruiter.co.uk/editors-comment/1001387.article

http://www.recruitmentinternational.uk.com/news/echm,-
nigel-lynn-and-morgan-mckinley-come-together-1050.htm

http://www.rec-con.co.uk/article.php/news/trio_merge/2325

http://www.onrec.com/newsstories/24701.asp