Brand Mark
If you require any clarification on any of the points raised on this page, please contact us.
Introducing our brand mark
The Experian brand mark (sometimes called our logo) is our most important visual asset. It is our brand’s signature and embodies our brand strategy and what we stand for.
This section introduces you to our brand mark and gives you details on how (and how not) to use it correctly.
Please watch this video to find out more about our Brand Mark.
Brand mark
The tiles — squircles — radiating out around the wordmark are a representation of the opportunities that our brand creates for our customers, today and in the future.
The blues create a sense of reliability and authority while the purple and raspberry tones are associated with energy and optimism.
The lower case wordmark together with the rounded letter shapes create a friendly and contemporary look and feel.
When Experian is written in text, it should appear in sentence case as shown in this sentence and not in all capitals or lower case.
Note: The word Experian and the Experian brand mark are registered trademarks.
When mentioning Experian for the first time in body text (e.g. on the first page of a document), add a registered ® symbol after the word, for example:
- We are Experian®
Do not use the symbol in headlines. Subsequent use of Experian does not require the registered ® symbol.
Need a logo?
Request a logo and guidelines for a reseller or special event.
Brand mark elements and configurations
The Experian brand mark consists of two elements:
- The Experian squircles
- The Experian wordmark
These elements have a fixed size and position relative to one another, which have been specially created and exist as master artwork files. Our brand mark should only be reproduced from the master artwork files and should not be redrawn, reset or altered in any way.
In special circumstances, such as restricted space in digital applications, the abbreviated brand mark can be applied. For practical reasons this version can be more useful, e.g. within social media profile pictures where space is restricted.
Note: A suite of brand marks is available for on-screen and print usage. In print, the brand mark is available for specific print processes and paper (stock). The following naming conventions apply to all artwork files:
- C=coated stock
- U=uncoated stock
- N=newsprint stock
Please make sure you use the correct brand mark version for your chosen print stock.
Brand mark usage
The examples below show how to apply the brand mark on different photographic backgrounds.
The brand mark should always be applied to white or light photographic backgrounds. We define a light-coloured photographic background as the tonal equivalent of a 0%–20% tint of black.
Always try to create compositions with the placement of the brand mark in mind. Our photography should feature bright areas that are flooded with light.
Note: Always avoid placing the brand mark in busy or dark areas of the image or footage. The Experian brand mark used on a dark photograph may need to be coloured white. Where only single-colour reproduction is available, such as in newspapers, then an Experian brand mark on a light photograph may need to be coloured black. These are considered exceptional uses and should be avoided.
Wherever possible, we avoid placing the Experian brand marks on dark or black backgrounds. The Experian brand is all about Powering Opportunities and therefore we use light and bright photography that depict scenes in a friendly and positive manner.
In certain situations we may not have control over a supplied photograph. Here it is possible to apply the white brand mark as shown. However, this should be seen as an exception and be avoided where possible.
The example shows the brand mark applied to a dark photographic background. We define a dark-coloured photographic background as the tonal equivalent of a 20%–100% tint of black.
Note: Only apply the white brand mark to dark backgrounds, never the primary full-colour version.
We allow great flexibility when placing our brand mark on our communications. The layout, design and established conventions dictate the best placement.
In many cases, positioning the brand mark in one of the top corners of the layout can create the maximum standout. This is particularly useful for printed matter such as brochures. However, we recommend standardising the position of the brand mark as part of a range of brochure covers.
When producing outdoor advertising the top or bottom right-hand corner creates most standout.
In certain instances such as websites, follow the usual convention of placing the brand mark in the top left position.
Whenever possible avoid centering the brand mark.
A strong brand is applied consistently. It is important our brand mark is never altered. Here are a few simple things to avoid.
Please follow the principles outlined in these guidelines. Always use the master artwork and never recreate any elements of the brand mark.
The misuse examples are also applicable to all local market variations: Datacrédito Experian and Serasa Experian .
Our brand mark can be used in the following three colourways:
- Positive full-colour brand mark (preferred)
This version should be used on the majority of applications.
- Black brand mark
Should be used on a light background when the reproduction process doesn’t permit full-colour or only single-colour use, e.g. embossing or black and white newspapers.
- White brand mark
Should be used on a dark background or when the reproduction process doesn’t permit a full-colour brand mark, e.g. embossing.
A white or light-coloured background is defined as the tonal equivalent of a 0%–20% tint of black. A darker-coloured background is defined as the tonal equivalent of a 20%–100% tint of black.
The examples show which brand mark should be applied to light and dark flat-coloured backgrounds.
Where we are in control of the design, we always avoid dark flat-coloured backgrounds and dark photography. We also aim to use the primary brand mark in full colour where possible.
A white or light-coloured background is defined as the tonal equivalent of a 0%–20% tint of black. A darker-coloured background is defined as the tonal equivalent of a 20%–100% tint of black.
Note: Although this section only shows the primary Experian brand mark, all rules also apply to other brand mark variations such as the abbreviated brand mark and the local translations.
Clear space | primary brand mark
To ensure maximum standout, clarity and legibility for the Experian brand mark, an area of clear space has been defined that should remain free of any elements such as text, graphics or imagery.
The minimum clear space of the primary Experian brand mark is defined by two magenta squircles as shown.
The minimum clear space of the abbreviated brand mark is defined by the smallest squircle. This is useful, especially within the digital environment.
The clear space shown is only a minimum and can be increased if necessary.
Note: The clear space does not take the ® symbol into consideration. The edges of the squircles and the wordmark define the clear space.
See the local market variations for the clear space rules applied to the Datacrédito Experian and the Serasa Experian brand marks.
Minimum size
A minimum size for our brand mark has been defined to ensure maximum quality reproduction in print and on-screen. The brand mark is always measured across the overall width of the brand mark (excluding the ® symbol).
In print, the minimum size is 15 mm (0.6 in) in width and 70 pixels when used on-screen.
The abbreviated brand mark can be used when space is restricted, especially online. The minimum size of the abbreviated brand mark in print is 5 mm (0.2in) in width and 20 pixels when used on-screen.
Local market variations:
- The minimum size of the Datacrédito Experian brand mark in print is 17 mm (0.7 in).
- The minimum size of the Serasa Experian brand mark in print is 17 mm (0.7 in).
Brand mark animations
Animated elements are intrinsic to video productions. The animation of our brand mark typically appears at the beginning of footage as an intro or as an outro within end frames.
They ensure that every film, advert and animation is branded unmistakably Experian. They help create ownership and provide a consistent brand experience.
There are two versions of our brand mark animation available, one showing the full version of the brand mark and the other, the abbreviated version. You may choose the most appropriate version of our brand mark animation for your application.
Where possible, all our intros should start with a white frame but other treatments are also possible. Animation files are available on the Experian Brand Asset Hub (www.experian.com/asset-hub).
Note: Professional production companies may create their own start or end frames but care should be taken to retain the brand look. Do not add any effects such as 3D extrusions or light treatments such as lens flairs or filters. Any questions about what may and may not be done should be directed to the brand team.
The section below shows an animation example of the Experian brand mark.
This section shows stills from the abbreviated brand mark animation sequence. It has been created as an alternative version that can be used when space is restricted to allow for a greater impact. All brand mark animation files are available on the Experian Brand Asset Hub (www.experian.com/asset-hub).
Local market variations
The below Datacrédito Experian brand mark variation is specific to our Colombian market.
Artwork is available for these variations on the Brand Asset Hub (www.experian.com/asset-hub); stacked and landscape versions, plus an abbreviated version for online situations when there is limited space.
Note: Never recreate or mix any of the elements.
The below Serasa Experian brand mark variation is specific to our Brazilian market.
Artwork is available for these variations on the Brand Asset Hub (www.experian.com/asset-hub); stacked and landscape versions, plus an abbreviated version for online situations when there is limited space.
Note: Never recreate or mix any of the elements.
The same clear space principles as outlined in the previous section also apply to the Datacrédito Experian and the Serasa Experian brand marks.
An area of clear space has been defined that should remain free of any elements such as text, graphics or imagery.
The minimum clear space of the primary brand marks is defined by the two magenta squircles as shown.
The minimum clear space of the abbreviated brand marks are defined by the smallest squircle. This is useful, especially within the digital environment.
The clear space shown is only a minimum and can be increased if necessary.
Note: The clear space does not take the ® symbol into consideration. The edges of the squircles and the wordmark define the clear space.
The same colour principles as outlined in the prior colourways section also apply to the Datacrédito Experian and the Serasa Experian brand marks.
These brand marks can be used in the following three colourways:
- Positive full-colour brand mark (preferred)
This version should be used on the majority of applications.
- Black brand mark
Should be used on a light back-ground when the reproduction process doesn’t permit full-colour or only single-colour use, e.g. embossing or black and white newspapers.
- White brand mark
Should be used on a dark background or when the reproduction process doesn’t permit a full-colour brand mark, e.g. embossing.
A white or light-coloured background is defined as the tonal equivalent of a 0%–20% tint of black. A darker-coloured background is defined as the tonal equivalent of a 20%–100% tint of black.
