14 February 2012

Identica creates new identity for Which?

Which?, Europe’s largest consumer organisation, is to begin rolling out a new logo and visual identity system, developed by Identica.

Identica were tasked with creating a visual identity which spans across the many activities Which? deliver for all consumers, helping to bring the organisation together in one brand identity. This diverse set of activities includes anything from expert product testing and campaigning right through to publishing and personalised advice services. The brief was to create a stronger and more modern visual identity that increases Which?’s brand stature but is also flexible and adaptable enough for them to present their many products and services both online and offline, now and in the future.

In a world where consumers are overwhelmed by choice and where so much ‘helpful’ information can actually be biased or misleading Which? has never been more relevant. Working with Which? Identica’s aim was to create a visual identity system that shows Which? can rise above a constant torrent of information and through its publications, advice services and campaigns can deliver information and guidance that make consumers lives easier and better, both now and in the future.

This work follows on from brand language guidelines developed by Quietroom in 2011 which defined a new tone of voice and communications style for Which?. By combining the language guidelines with the new visual identity Which? hopes to build a stronger, more impactful voice with consumers, colleagues and key opinion formers.

Chris Gardner, Commercial Director at Which?, said: “Which? already has a strong brand, but we need to keep it fresh and relevant for all our audiences. It’s important to have a coherent visual identity across all our communications, whether it’s to our members, members of the public, politicians, or businesses.”

Sam Stone, Creative Director at Identica, said: “Our approach was to add impact, modernity and relevance to the Which? brand by creating a visual identity system that helps distinguish the organisation from the torrent of information available and strengthen their position as the consumer champion, committed to unbiased advice”