Experian Group

New:  Logo and visual system, and tagline

Launched:  September 2, 2007

Story in brief:
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 in its 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 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.

Credits:
C.E.O. - Don Robert
C.M.O. - Kim Hosmer
Identity counsel and design - Enterprise IG (NY)
Wally Krantz, creative director; Jaime Burns, design

First Impressions:
Strategy- Solid.  It's always great to see a CEO who gets it; "I can use this rebranding to lead this company."
Design- Appropriate use of a symbol to say more, and to anchor a visual system. Nicely wedded symbol/wordmark (note the tittled 'i').

Matrix ratings:   to come

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