Kantar Design & Branding Kantar: KANTAR BRAND IDENTITY by The Partners

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Industry Business equipment & services, Research Companies
Media Design & Branding
Market United Kingdom
Agency The Partners
Designer Tim Brown, Sam Griffiths, Joe Luffman
Released June 2011


Cannes Lions 2011
Design Lions Consumer Services Bronze

Credits & Description

Type of Entry: Brand & Identity Experience
Category: Consumer Services
Advertiser/Client: KANTAR
Design/Advertising Agency: THE PARTNERS London, UNITED KINGDOM

Managing Partner: Jim Prior (The Partners)
Creative Partner: Greg Quinton (The Partners)
Strategic Consultant: Martin Rowlett (The Partners)
Design Director: Robert Ball (The Partners)
Designer: Tim Brown (The Partners)
Designer: Sam Griffiths (The Partners)
Designer: Joe Luffman (The Partners)
Project Manager: Hannah Kirkman (The Partners)
Project Manager: Andy Hayes (The Partners)
Client: Aziz Cami (The Partners)

Brief Explanation:
Research is seen as dry, factual, and complex. We needed to address this perception with a striking solution that was simple enough to work across a huge variety of media.
Describe the brief from the client:
Kantar is one of the world’s largest research companies, employing 26,000 people across 80 countries worldwide. They wanted a brand identity to unite all their activities under one ambition.
Description of how you arrived at the final design:
We discovered (much to the surprise of the client!) that a ‘Kantar’ is an ancient Egyptian unit of measurement that has been used to measure everything from cannonballs in the 15th Century to cotton five centuries later. We took the idea of measurement, turning the Kantar logo into a ‘measure of inspiration’. The bright yellow K is comprised of an arrow and a bracket that highlights inspiration.
Indication of how successful the outcome was in the market:
The idea of Inspiration has really taken hold at Kantar to an extent that they now have an award, ‘Information is Beautiful – inspired by Kantar’.

“There was a huge amount resting on this. We demanded an outstanding solution and that’s exactly what we got” – Eric Salama, CEO Kantar.