MAJOR regional recruitment marketing agency LawtonWare is sketching itself out a bright future with a new logo that "looks like a doodle".

It's part of a complete re-brand to reflect major changes in the job advertising market and to emphasise the Grosvenor Square firm's creative approach.

Thirty staff were also challenged to express themselves by hand drawing their own business cards, with results ranging from flowery designs to pen portraits of treasured holidays.

The distinctive hand drawn motif is a brave new direction for the firm, part of the Lawton group, which is faced with a recruitment advertising market changed beyond recognition by the advent of the Internet.

Mike De Vile, managing director of LawtonWare said: "We have spent 18 months coming up with something that looks like a doodle. But rather than have a polished, finished logo, we wanted something that emphasised that creativity is everywhere. It's not just the creative department, everyone can be creative.

"The times are changing, the public's media usage is getting more and more complex and our clients require more sophisticated solutions to recruitment problems. The relaunch is trying to communicate some of this."

LawtonWare represents a number of household names such as children's charity Barnardos and retirement homebuilder McCarthy & Stone as well as local authorities across the south.

Creative director Martin Flavin said: "The whole point is that what you do in your job here should be an expression of yourself," he said. "If you let yourself shine through you'll get a lot more out of it."