Illuminating Insight
NielsenIQ
Office: New York
As a data and insights company for nearly a century, Nielsen is particularly recognized for the Nielsen Ratings, a part of their Nielsen Media arm. Now, in spinning off the other side of their business, Nielsen Global Connect, they’re taking the opportunity to create a brand that tells a clearer story of what’s offered: consumer purchasing data for the buy side, all delivered through a digital-first platform. Our challenge was to create a distinct brand for this new entity, that nodded to the historic roots of Nielsen but with a new focus on consumer intelligence.
“The price of light is less than the cost of darkness.” These words of founder A.C. Nielsen inspired the concept at the heart of the new NielsenIQ brand. Interbrand created an identity centered on a juxtaposition of light and dark to evoke the way the spin-off company illuminates the truth in data. Along with a shorter, sharper new name, Interbrand designed a visual identity whose striking black, white, and green palette and balance of sharp angles and openness feels as urgent and uncompromising as the work of NielsenIQ.
We crafted the new name, NielsenIQ, to be sharper and shorter than its predecessor. With a more immediate connection to insight and intelligence, the new name speaks to NielsenIQ offering the most accurate retail data, allowing customers to make confident decisions.
The logo leads with the Radiant N symbol, an abstracted monogram whose vibrant Flash Green and sharp angles convey the urgency and energy of NielsenIQ’s work. It’s balanced by the stability of the wordmark, with extended letterforms that help it stand as a foundation. Typographer Jesse Ragan refined the logotype to increase legibility and give the characters a unique personality.
The wider identity visually explores the concept of truth, with photography and graphics that contrast light and shadow throughout. We also created a detailed system applying the identity to data visualizations, crucial for this intelligence-first brand.
