Brand articulation

Refreshing a brand to support FTSE 100 ambition

With more than 6,500 employees globally, Informa have a presence in all major geographies. In the fast-changing world of media, their global portfolio of information-based businesses connects people, providing unrivalled access to high-quality, specialist intelligence and links across commercial, professional and academic communities.

The far-reaching challenge involved developing new Group architecture and brand positioning for both the Group and divisions. We created new guidelines, photography library, website, corporate literature and marketing collateral as well as internal merchandise and interior graphics for a new HQ.

The built-in flexibility of the brand language enabled Luminous to push boundaries in the vast array of graphic treatments, combining subtle vector illustration and iconography, with reportage portraiture, animation and commissioned illustrations.

One core objective was that the brand should help make a step-change in the business from an inward-looking culture to seeing things from the customer’s point of view. This was driven by a brand experience that celebrated the excitement of the media sector they operate in.

To highlight how Informa deliver insight across differing geographies and media channels, the key graphic element of our brand refresh was the ‘’Informa portal’’, a circular graphic device which acts as a flexible visual ‘window into the information world’.

The brand was brought to life in environmental terms in the new Informa HQ in Victoria. The brand colourways were introduced throughout the office. The ‘Informa portal’ device was used as patterns on manifestations and for interior signage and meeting room graphics. Interior merchandise such as pencils, notepads, lanyards, umbrellas and mugs served as tangible brand advocates for staff and visitors.

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