Taking the Informa brand into a new Orbit

After becoming a FTSE 50 Group since its acquisition of UBM, Informa chose Luminous to create a new brand platform that united a diverse international team, established a coherent brand architecture that made sense of the enlarged Group, and presented a clear customer offer and a fresh digital-first visual experience that captured the dynamic spirit of the business. The challenge involved reviewing everything across the brand spectrum apart from the logotype, which carried legacy equity.

Post-acquisition, Informa needed to align and unite all its international colleagues around a consistent brand platform, so our brand strategy team and specialist culture partners undertook a robust insight stage that fuelled the thinking driving a fresh set of guiding principles and propositions, personality and a new brand purpose.

The discovery insight helped guide us in developing a meaningful brand architecture – embracing a ‘branded house’ approach, bringing the Informa name to the fore at divisional level for the first time.

Creatively, it was time to bring the brand identity up to date for the digital world that most of Informa’s products live in. The brand experience needed to be more flexible and reflect a dynamic and connected world.

The visual expression of the previous Informa brand was built around a circular graphic, which had created a distinctive identity but had largely been implemented across printed collateral. In the initial creative exploration stage, we focused on how we could evolve the spirit of the existing graphics into a more expansive digital-first brand experience.

We used animation and movement to develop a more agile and interactive experience, creating something that people could engage with across a range of digital applications. We developed a new graphic ident, entitled the ‘Orbit’, which, when aligned with the legacy logotype, created an identity which reflected Informa’s strength of history and embraced its future opportunity as a dynamic and innovative business.

With well over 100 individual pieces of collateral to develop, the strength of the creative idea lay in the agility of the ‘Orbit’ graphic to be flexed in varying ways across different forms of brand communications. Despite being a digital-first approach, the concept has the flexibility to be introduced across core printed publications such as the Sustainability Report and the Annual Report, where we weaved the ‘Orbit’ graphic into illustrations and infographics to present a distinct brand experience to corporate audiences.

The core ethos of our approach was to develop something that could constantly evolve. It’s a brand that doesn’t stand still, with the agility to move on as the company progresses.