Squircles

Squircles are those "not quite a square, not quite a circle" tiles that radiate from our brand mark. As a graphic device, they can be used in multitude of different ways from a framing device through to a creative hook.

In this section you can find details on how to construct and implement the squircle device consistently as well as see examples of how it can be used.

Please watch this video to find out more about our squircles and other Experian brand graphic elements.

Our ‘squircles’ are not only part of our brand mark, but are also used as graphic devices. The word squircle is a combination of ‘square’ and ‘circle’. A squircle is a square with four rounded corners.

We use these shapes to contain information, frame photography, as a colour backdrop or simply to add interest.

Here you can see examples of different ways squircles can be used.

These examples show how squircles can contain our brand photography.

Once images are placed within squircles, they can be creatively cropped — as shown in these examples. Cropping can be particularly effective when used on front covers of brochures. The cropping can bleed off the top, bottom, left and right of the layout.

The squircles as holding frames should never be used at a very small size or as wallpaper tiles. Use the appropriate number of squircles given the size of the squircles and allowing for enough white space in the composition. If you are using this technique, never use an image collage, or multiple images in a single squircle, Finally, be careful not to place images in regular common shapes like circles and rectangles in conjunction with squircles. This will dilute our unique brand style. 

We also use rounded corners for rectangles. We call squares with rounded corners, ’squircles’. The principles for the squircle construction are outlined on the previous section.

This section explains the principles for how to construct the rounded corners for rectangular shapes, either portrait or landscape.

We use a fixed corner radius for rectangular shapes. It is 2.5 mm on applications up to A3 (420x297 mm). In markets with imperial systems, the radius is 0.1 in, up to tabloid sizes (11x17 in).

When using rectangular shapes at larger sizes, the corner radius scales in proportion. For example at A1 we use a corner radius of 7mm and at A0 we use a corner radius of 10mm.

Within one particular size of application all radius corners on all rectangles will be the same size.

For most instances online, we use a 10 pixel radius on rectangles. 

We use rounded corner rectangles for various types of applications including organisation charts (or organograms) and diagrams.

The radius of all corners is 2.5 mm (0.1 in) for sizes up to A3. The rectangles can either be fully coloured (filled) or you can use key lines, either solid or dotted if required.

The rounded corner rectangles commonly use our primary palette. The primary colour palette is also used for text as well as the colour black if required. White text is used on fully coloured rounded corner rectangles.Text can either be centred or aligned left (aligned left for larger amounts of text).

Note: Rounded corner rectangles are not used to frame photography, we use squircles instead.