Identica creates new Which? identity

The new visual identity follows brand language guidelines developed by Quietroom last year, which have created a new tone of voice for the organisation.

Identica was appointed to the visual identity work in April last year, following a pitch, according to creative director Sam Stone.

She says, ‘Essentially they had a problem of consistency across all their touchpoints. Our response was to introduce a simple and flexible solution.’

Identica has introduced a new font, controlled the amount of red around the identity and reinstated the question mark at the end of the brand name.

Stone says, ‘At the moment the question mark is being used to look like a person, but some of the customers didn’t realise this.’

The new identity will span across all of Which?’s touchpoints, and Identica has also created a hierachy for the mastheads on the organisation’s magazine covers.

Identica’s visual identity work follows a verbal identity project delivered by Quietroom last year. Stone says, ‘The tone-of-voice principles developed by Quietroom are all embedded into our work.’

Quietroom started work on the project in spring 2010, according to creative director Rhys Williams. He says, ‘We’re weren’t trying to give them a set of brand messages, but we wanted to give them a framework to create their own.’

He adds, ‘It’s not that common for a client to do a brand language project first. It’s really positive for the verbal identity to have the same status as a visual identity.’