Callcredit looks to “bring data to life” with new visual identity

Sea Design has rebranded Callcredit, working with the data company’s UK team and marketing agency Crimea River to create a new visual identity and brand guidelines.

Founded in 2000, the data brand provides analytics and software for businesses and consumers across sectors including financial services, retail, utilities, public sector, telecoms and insurance.

The new identity aims to give the brand a more “contemporary and vibrant” look, says design director at Sea Design Ryan Jones, and encompasses brand strategy, typography, tone of voice, art direction, three-dimensional design, digital and signage.

Explaining the consultancy’s brief from Callcredit, Jones says: “One of our main challenges early on was to visualise and bring data to life.”

A new logo comprises two interlocking “C” letters, representing the “capture and sharing” of data.

“With personal data security being vitally important, we wanted to create a symbol that looks reassuringly solid,” says Jones. “The interlocking C’s provide no escape while the overall shape creates an infinite loop and sense of movement.”

“Friendly and approachable”

Sea Design has also created a series of interlinking graphic icons to be used across Callcredit’s digital and print touchpoints, including a shopping basket, home and messenger symbol.

The red seen in the data brand’s previous identity has been retained but is now brighter, and is paired with orange as the other main colour to give the brand a “positive and modern feel”, says Jones.

Sans-serif typeface Avenir has been chosen in order to appear “more warm, friendly and approachable”, he adds.

“The brand ethos is about empowering information and empowering people. We wanted to soften the whole language and not be too business-focused or technical,” Jones says.

The rebrand is now being rolled out across all touchpoints, including on Callcredit’s website, print communications and interior signage in all of its UK offices.