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.