How we identify with the world

Our brand identity shapes how Experian is perceived around the world — it’s one of our most valuable assets.

It goes beyond just our logo; it includes every element of how we communicate, from our visual identity to our brand voice. This identity supports our positioning in the market, helping us meet the expectations of colleagues, clients, and consumers, while creating a distinctive presence that sets us apart from competitors globally. These guidelines will help you understand how we express our brand through visual design and tone of voice. Please read and follow them carefully when developing any Experian-branded materials to ensure we maintain a strong, consistent, and clearly perceived brand.

Brand Mark

Find out how to use our most important visual asset

Colour

All the information you need around our brand colours

Squircles

Not quite a square, not quite a circle. How will you use it?

Typography

Find out more about our different typefaces

Photography

Defined style presented in a consistent visual approach

Iconography

Used to aid navigation or explain complex concepts

Brand Voice

How we speak and write, whatever we’re talking about
Cheat sheet visual

Quick guide to our brand

This two-page cheat sheet covers the essential elements of our brand — from logo usage and colour palette to typography and tone of voice. Use it to ensure every piece of communication is consistent, distinctive, and aligned with how we want to be perceived.

View guide
Cheat sheet visual