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New Identity at Research International
Leading agency Research International has recently embarked on a major strategic change, via a new corporate identity. This consists of a corporate mark made up of two images - a lower image containing a precise drop of water, and an upper image containing an ocean wave.
Over the past 18 months, the company has entirely redesigned the way it works for clients, trained all its staff in new client service approaches, and restructured its organisation and introduced new Web based knowledge management tools to enable it to deliver the new offer.
The new mark symbolises how Research International now aims to work for clients. The drop represents how the company delivers detailed answers to business problems, and the ocean represents the "big picture" - the stream of strategic knowledge the new strategy provides to clients.
The core mark, which is accompanied by the name rendered in a new typeface, is supported by three additional sets of images. These are designed to maintain the core idea of the "big picture" and the specific detail - a field of sunflowers and a close up of the centre of the flower; an aerial view of the forest and a focus on a single leaf; a view of sand dunes and a single footprint. All the images are used with the logo on supporting materials and on the new website at www.research-int.com.
According to Jon Wilkinson, Group Chairman and CEO, "Over the past two years, we talked to a wide range of clients about what they need from market research. Their message was clear. They want the detail - sharp, focused answers to specific business problems - faster than ever before. And they need an agency who can work with them as a partner to provide the big picture - the marketing knowledge and consumer insight which inspire and guide strategy. What we heard has driven a fundamental re-engineering of Research International. Our objective has been to create a new kind of research company, equipped to meet the new challenges, and working closely and proactively with clients to deliver what they are asking for. Our new identity is the external, visual expression of the changes we have made and a public commitment to delivering on our strategy."
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