Client Informa

A refreshed brand for global business Informa

Brand architecture Brand refresh

Overview

Informa, a FTSE 100 company, is a leading international events, digital services and academic research group.

Their brand identity had remained untouched since 2018 when the business had undergone a large-scale restructuring. It was clear that the business needed a sensitive brand refresh to align with the evolution of the business’ core focus: both data and their audience’s experience.

The result — a refreshed brand that build upon and maximised the assets they had to ensure appeal to both investors and internal teams.

An evolution, not a revolution

Our work involved reviewing the full master brand and making recommendations on where to modernise and align the brand to the leadership’s vision.

Key challenges:

The visual appearance of the brand did not back up their claim to be a digital and data business
The brand was too print-focussed and had limited digital assets that didn’t align with standard compliance
Limited brand guidance and governance led to inconsistent communications
There were several versions of the Orbit logo which needed to be consolidated to ensure legibility at all sizes
Consistency of brand application across the business needed to be aligned

It’s vital that companies understand what’s right for them – a refresh, or a more radical rebrand.

Vicki Young

Founder and CEO
Nalla

A digital mood board with three columns displays website design elements, including abstract blue graphics, text blocks, colour palettes, font samples, and business-related phrases on white and blue backgrounds.

Nalla transformed a deep understanding of our business and turned it into compelling visual storytelling fit for our audience.

Graham Jerome-Ball

Global Branding Director
Informa

Abstract image of concentric circles made of blue and purple dots and curved lines on a dark blue background, creating a spiral or vortex-like pattern. — The Informa Orbit before the brand updates

Abstract blue circular design with various rings and dots, forming a modern, dynamic pattern on a dark blue background. The shapes have gradient shades of blue, giving a sense of depth and motion. — After – cleaner, fresher and more digitally-focused

Brand fundamentals

We addressed the brand fundamentals first: a refined logo, a wider colour palette for data visualisation, created new brand assets and designed motion principles to ensure the brand lives comfortably on digital platforms.

A solid dark blue-grey colour fills the entire image with no visible patterns, objects, or text.

A smartphone on a dark surface displays a social media post with the text Strong and structural growth and 45.3p in large blue font, along with likes and comments at the bottom of the screen.

For investors

The updated assets align to the new business strategy, bringing vibrancy and modernity to this digital, people-focused business.

A corporate report is open to pages with abstract blue artwork, charts, and text on white backgrounds. Part of another report and a person with a laptop are visible at the edges, all on a blue surface.

For internal teams

The refreshed brand also needed to be flexible enough to empower Informa’s 12,000-strong global workforce. A more informal tone is paired with increased use of the secondary palette for a brighter visual aesthetic.