Comscore Brand Identity
Evolving Comscore’s brand for the future media landscape.
Solution
Comscore is a recognized global leader in cross-platform measurement of audiences, advertising and consumer behavior. While the company has evolved dramatically since being founded in 1999, its core focus of solving complex challenges as an independent source of truth and information in measurement has remained. Looking to communicate its brand truth in a relevant way moving forward, comScore tapped Firstborn to create a new identity that would reflect and retain its own history, and that of the advertising industry, but also embrace the realities of today’s ecosystem, and comScore’s vision for where media is headed.
We built a visual territory that leverages primary colors and dynamically angled shapes intersecting and interacting to create something greater than the sum of its parts. The design reflects Comscore’s belief in the power of “and”–a belief that inspires a dedication to collaborative partnerships and to harnessing cross-platform insights to deliver new value to the world of media.
For Comscore’s logo, we kept the foundational overlap components of the original mark, but simplified the shapes, sharpening them to evoke precision and accuracy. The update also features a solid red center intersection to represent the heart of the new advertising ecosystem and where consumers fall within it.
The logo depicts that it’s not about one screen versus another; and that in order to truly understand your customers, you must first understand where the screens overlap. Beyond the logo, we did a full modernization and simplification of Comscore’s brand identity.
A small, yet poignant, example of removing unnecessary complexity: the previously capitalize “S” in their name is now lowercase. We also introduced simpler fonts and more modern, vibrant colors. These new treatments come to life in the brand’s product UIs as well, making their data easier to navigate, and prove that while what comScore does might be complex, the way it communicates what it does to others can be simple.
Results
The new brand identity reflects the significant shift in the world in which Comscore operates, and the company’s role within that new landscape. The same pioneering spirit that led to Comscore’s position as a first-mover in digital audience measurement lives on in this new and modern brand system. Comscore is now set up to continue to be a transformative source for data and measurement as the media landscape evolves.
