2 February, 2016
Incite is a strategic research consultancy who aim to unearth and interpret insights about brands and business’ to help them think more clearly, plan more effectively, and create real, lasting change. And so the core of the identity communicates what they do: they make the complex simple and inspire the right decisions. ‘Squaring circles’ is executed as both an animation and as five shapes or icons. Each icon represents a phase of Incite’s consultative approach.
Created by Proud Creative, a London based designt studio, the wordmark subtly reinforces the same message: the dot (or tittle) of the first ‘i’ is a circle, the second ‘i’ a square. In an otherwise sans serif word mark, they’ve introduced a slab serif on the second ‘i’, to give the logo subtle visual intrigue and make it distinctive and own-able. The two different ‘i’ forms play nicely to the wider identity and can be read as a gentle nod towards the two complementary sides of the business.
“Incite needed a layout that worked across the widest range of formats and could be effectively used by 100 senior consultants with varying levels of skill. So we kept it simple. We built an easy to work with grid. Slides are divided into halves, quarters or thirds; both vertically and horizontally. These became the building blocks for the visual language.”
“Making every piece of communication feel unmistakably ‘Incite’ was our brief. We wanted a visual tool to underpin all the other elements, and so again we drew on the distinctive combination of qualitative and quantitative research techniques in which Incite excel. The graph paper motif blends a nod towards a data-led, or a ‘quant’ approach, with a softness of application; something reminiscent of old school notepads that syncs with the more human-centred approach of qualitative research. Friendly data if you will.”
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