Featured cases

Case: Experian 2007


2007


old logo
THE STORY

Experian is an information services company whose core asset is consumer credit data. It was assembled from acquisitions, and named, by a UK company curiously named GUS, which (in 2006) split out Experian and another entity, and quietly disappeared.  Today, from operating bases in the UK and California, "Experian's 12,000 people in 31 countries support more than 50,000 clients across diverse industries, in more than 60 countries. Annual sales are in excess of 1.5 billion."

Rebranding began when Enterprise IG was retained merely to 'refresh' the existing logo, which was felt to be difficult to use, easy to overlook and somewhat puzzling for its red hashmark (the message?). But as CEO Don Robert talked with the designers, the strategic opportunity to express directional change, and a bigger vision, became far more important. The driving ideas involved 'cohering' a growing family of entities, partnering Experion's data with customer-generated data, and the customer benefit -- focusing multiple data points to form one actionable picture. These ideas led directly to the symbol design, in which 'multiple points' form a focusing frame. It is an appropriate use of a symbol to say more than the wordmark did, and incidentally to anchor a visual system based on dots.

The tagline, "A world of insight," captures value-added as well as 'global.' The signature system visually subordinates such unit names as "Decision Analytics" to the logo. And the rebranding was launched with an aggressive pulse of media ads. Tony Spaeth


CREDITS

Enterprise IG (NY)


CASE INFO

Submitted by: Tony Spaeth, 24/10/2007
Status: Estimated by Tony Spaeth
Category: Information services
Country (HQ): Ireland


MATRIX DATA

DRIVERS

  

TOOLS

Strategic driver: 90%   
Change direction
  Redefine industry or core competence
 10%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Verbal elements: Tag lines
Broaden scope/scale/visibility
  Enhance size perception
 10%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Verbal elements: Tag lines
    x  Identity system elements: Unit signature system: Visual endorsement
    x  Change event : High visibility: Campaign
Broaden scope/scale/visibility
  Elevate public profile
 20%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette
    x  Identity system elements: Verbal elements: Tag lines
    x  Identity system elements: Unit signature system: Visual endorsement
    x  Change event : High visibility: Campaign
Change expressed personality
  Renew/refresh public image
 40%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette
    x  Identity system elements: Verbal elements: Tag lines
    x  Change event : High visibility: Campaign
Change perceived composition
  Modify parental 'umbrella' presence
 10%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Unit signature system: Visual endorsement
    
Functional driver: 10%   
Design weakness
  Increase visual strength/quality
 10%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette