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.

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.

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.

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.