I like Experian. A lot. I worked in their cross-channel Marketing Services business for nearly 5 years, and it’s one of the best things I ever did. It allowed me to work very closely with the likes of Sky, ITV, Vodafone, Barclays, Starbucks, Emirates, and many more who I could list but I already feel like I am unashamedly namedropping. It allowed me to work with dozens and dozens of incredibly dedicated and talented people not just in the UK but across Europe, the Middle East and sometimes as far afield as Watford. It also set me on the right path for the rest of my career, and gave me a clear vision of what I wanted to do and how I could do it.

During my last few months at Experian, there were rumours of a rebrand, which we were very excited about. The Experian logo was starting to feel tired, and we still didn’t really understand what all the spots meant. Rumour had it that each spot represented an area of the business. I found it made a great dot-to-dot during particularly long meetings. Today, Wednesday 14th December, the new brand is here.

I don’t like it. Do you? It’s very square (in every sense of the word) and it’s very, very nineties. I’m not talking FHM, Oasis, cocaine, MTV nineties. I’m talking flip charts, Powerpoint slide deck, Windows 95 screensaver, yuppies and Amstrads nineties. At the risk of sounding like every clichéd designer, the font is dangerously close to Comic Sans, and the colour palette says to me “healthcare” or “flexible gym membership”, not marketing, finance, and data. Of course, the branding needs to be soft and accessible to bring business and information services down to a more human level, but this could have been so much better. Sorry, Experian, it’s a Ctrl+Alt+Delete from me. With ‘disruption’ being the word of the year, it’s disappointing to see so many influential names in business playing it this safe.

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