Nielsen has unveiled a new brand campaign, including a new identity, reflecting the company’s transformation of its culture and a redefined strategy focused solely on the global future of media. Nielsen’s new look and feel represents a commitment to innovation and the company’s role and purpose of powering a better media future for all people.
Following the sale of its Global Connect business in March 2021, Nielsen is now focused on delivering digital-first and global-first media solutions in three areas: measurement, audience outcomes and content services. Nielsen is combining and enhancing its industry-leading measurement solutions into a single cross-media measurement solution, Nielsen One.
“While our business has transformed dramatically over the past few years, it became clear that perceptions of the company have not evolved at the same pace,” says Jamie Moldafsky, Chief Marketing and Communications Officer.
“The rebranding marks a new Nielsen both inside the company and out, with a strategy hyper-focused on the global audience and the changing media environment. Nielsen’s core values of inclusion, courage and growth, along with its clear strategy, will power the company’s transformation as we partner with the industry and our clients to help them better understand how evolving audiences consume media and find content.”
The company says that the new logo is a prominent representation of its people and brand, and is playful, optimistic and smart. Inspired by the universal play button as well as ratings, the forms come together subtly to create an ‘N’ letterform in the negative space, signifying insights revealed by Nielsen’s data and the constant momentum in media.
The colours speak to the diversity and richness in media representing or containing a piece of data, a piece of music, a show, a content creator, or a member of the audience, all working together to move media forward. The green and orange triangles represent movement upwards and downwards, an expression of ratings and the popularity of content across all platforms. The red triangle nods towards the content not seen or heard. Data and insights are just as much about what people don’t choose to consume, as what they do consume.
Nielsen’s new Brand Purpose Statement is: Powering a Better Media Future for All People.
The new brand identity was officially unveiled at Advertising Week New York, held October 18 – 21.