Aerotek Inc., the Hanover, Md-based provider of recruiting and staffing services, has unveiled a refreshed brand positioning and identity that includes a new logo, tagline, messaging and website.

Aerotek’s new branding, created with New York-based lead agency Pure, “creates a more unified public profile for the company to communicate the value it brings to customers,” according to a release. Aerotek said the new tagline, “Our People are Everything,” articulates the essence of the Aerotek brand; a drive to connect the best talent with the best job opportunities.

Work by Pure included Aerotek’s new logo and tagline, a re-designed website, creation of marketing materials, including advertising, collateral, business and sales support materials and event display.

“This brand investment is about much more than a refreshed logo” said Aerotek President Todd Mohr. The new branding, coupled with our recent recognition as a Best of Staffing leader, signifies our operational commitment to delivering on the needs and wants of our customers.”

Since 1983, Aerotek has grown to become one of the largest staffing firms in the U.S.