Nielsen Brand Identity
OBJECTIVE
As a nearly 100 year old company, Nielsen was seen as old, slow to change, and despite dozens of patents every year, “innovative” was far from the top of the list when clients described us. Although the company has evolved from the days of logging what people watch on a paper diary, the perception of the company has not. In order to position themselves as a leader in the data and technology space, they had to develop a brand identity that reflected that.
APPROACH
Our brand team worked with an external agency to establish our new brand positioning “The Science Behind What’s Next”. This positioning gives power to the data behind the company and the teams around the world. Nielsen doesn’t only collect data, but evaluates it and helps clients make business decisions from their insights. Given that narrative, our creative team was tasked to build a corporate identity that conveys the power behind Nielsen data and positions them as a strong leader in the industry. Through strong typography and bold colors, we created a system that was optimistic and confident.
ROLE
Art Director, Designer
Old Nielsen Brand materials
Updated Nielsen Brand Materials
Textures created using real Nielsen data
Launching the brand
With these visualizations above, our bold typography and bright color palette set an optimistic and confident tone for the new Nielsen. This brand was launched to over 40,000 associates in over 100 countries.
Our greatest challenge in rolling out the new brand identity was doing just that. We started this process months before rollout, gaining buy-in from a number of associates we dubbed “Brand Ambassadors.” By focusing our early training on these team leaders and other well-connected individuals, the message spread much more rapidly, allowing us to gain near-complete compliance within a few weeks of release.
AWARDS
2017 GDUSA American In-House Design Award for Corporate Identity
Best brand evolution (Silver), 2017 Transform Awards
Best visual identity in the technology, media and telecommunications sector (Silver), 2017 Transform Awards
Best brand development project to reflect changed mission/values/positioning (Silver), 2017 Transform Awards
All work completed while employed at The Nielsen Company.