Nielsen has undergone a brand refresh to reflect the transformation of its culture and redefined strategy focused solely on the global future of media. In a media statement, Nielsen said that its new look and feel represents a commitment to innovation and its role and purpose of powering a better media future for all people.
Inspired by the universal play button, as well as ratings, the new logo will see the forms come together to subtly create the letter "N" in the negative space; which signifies insights revealed by Nielsen’s data and the constant momentum in media. Additionally, the multitude of 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 in the new logo represent movement upwards and downwards, an expression of ratings and the popularity of content across all platforms. Meanwhile, the red triangle nods towards the content not seen or heard; as data and insights are just as much about what people don’t choose to consume, as what they do consume. Overall, Neilsen's new logo is playful, optimistic and smart, reflective of the company, people and brand.
Nielson also launched a new brand purpose statement, "Powering a better media future for all people". Jamie Moldafsky, chief marketing and communications officer at Nielson, said that while the business has transformed dramatically over the past few years, it became clear that perceptions of the company have not evolved at the same pace. “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," she added.
Following the sale of its Global Connect business in March this year, Nielsen is now focused on delivering digital-first and global-first media solutions in measurement, audience outcomes and content services. Nielsen will also plans to combine and enhance its measurement solutions into a single cross-media measurement solution, Nielsen One. Coupled with its cross platform measurement, Nielsen will offer a full suite of planning and outcomes solutions for marketers and agencies to enhance their return on investments. At the same time, Nielsen will continue to enhance its Gracenote content services business, delivering metadata and analytics for on-demand content globally.
In 2019, Nielsen split into two independent, publicly-traded companies - Nielsen Global Media and Nielsen Global Connect - after a strategic review. The move aimed to sharpen the focus of the two business segments and bring more opportunities for them to leverage their unique competitive advantages. Nielsen Global Media provides media and advertising clients with "unbiased and reliable" metrics and help them define exactly who they want to reach, as well as optimise the outcomes they can achieve. Meanwhile, Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with data and builds tools that use predictive models to formulate business decisions and solutions.
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