Brand Mark
Our brand mark is a central part of our identity. It represents who we are and helps create a consistent look across all brand touchpoints. Clear space, sizing, and placement all help keep it strong and recognisable.
Need a logo?
You can find a variety of brand marks for both digital and print use on the Brand Asset Hub.
Brand Asset Hub
Introducing our brand mark
The Experian brand mark consists of two elements:
- The Experian squircles
- The Experian wordmark
These elements have a fixed size and position, created as master artwork files. Only reproduce our brand mark from these files without alterations.
In limited spaces like digital applications, social media or internal communications, we can use the abbreviated brand mark.
Clear space guide
To ensure clarity and legibility, maintain a defined clear space around the Experian brand mark, free of text, graphics, or imagery.
The primary brand mark’s minimum clear space is defined by two magenta squircles. For the abbreviated brand mark, use the smallest squircle. This is especially useful in digital environments.
The clear space does not include the ® symbol. The edges of the squircles and wordmark define the clear space.
Refer to local market variations for clear space rules for Datacrédito Experian and Serasa Experian brand marks.
Minimum size
To ensure high-quality reproduction, our brand mark has a defined minimum size, measured across its width (excluding the ® symbol).
- Print: Minimum size is 15 mm (0.6 in) wide
- On-screen: Minimum size is 70 pixels wide
For restricted spaces, such as digital applications, use the abbreviated brand mark (same for local market varients):
- Print: Minimum size is 5 mm (0.2 in) wide
- On-screen: Minimum size is 20 pixels wide
Stacked Datacrédito Experian and Serasa Experian logos:
- Print: Minimum size is 17 mm (0.7 in)
- On-screen: Minimum size is 75 pixels wide
Light photographic backgrounds
When placing a logo on a photograph, ensure you place it in an area clear of clutter. Use the full colour logo on lighter parts of the image only to ensure legibility.
Dark photographic backgrounds
Place the white logo on darker areas of the image and avoid busy sections to ensure it remains visible.
Placements
Placement is determined by the design layout. For maximum visibility, position the brand mark in a top corner. When our logo needs to be prominently displayed it can be centred to become a focal point.
White or light coloured backgrounds
Use the full colour logo on white and light backgrounds such as the 10-20 Support palette tones. Never use the logo on tones darker than 20.
Gradient or dark coloured backgrounds
Use the white logo on darker backgrounds such as Primary palette colours, gradients or 30-50 Support palette tones.
Black logo
Only use the black logo when full-colour production isn’t possible, e.g., embossing or black and white printing.
- Do not remove the registered mark unless authorised.
- Do not outline the wordmark or squircles.
- Do not rotate the brand mark.
- Do not recolour the brand mark.
- Do not rearrange or resize brand mark elements.
- Do not remove the squircles.
- Do not apply styling like drop shadows to the brand mark.
- Do not apply effects like 3D to the brand mark.
- Do not add straplines, marketing messages, or product names etc.
- Do not use the brand mark on 30-50 Support Palette colours.
- Do not use the brand mark on black backgrounds.
- Do not alter the wordmark font.
Primary brand mark animation
Animated elements are essential in video productions, typically appearing as intros or outros. They ensure every film, advert, and animation is unmistakably branded as Experian, creating ownership and consistency.
Professional production companies may create their own start or end frames but must retain the brand look. Avoid effects like 3D extrusions or lens flares.
Abbreviated brand mark animation
Designed for limited spaces to maximise impact.
All animation files are available on the Experian Brand Asset Hub.
The below Datacrédito Experian brand mark variation is specific to our Colombian market.
Artwork is available for these variations on the Brand Asset Hub; stacked and landscape versions, plus an abbreviated version for online situations when there is limited space.
Note: Never recreate or mix any of the elements.
The same clear space principles as outlined in the previous section also apply to the Datacrédito Experian and the Serasa Experian brand marks.
An area of clear space has been defined that should remain free of any elements such as text, graphics or imagery.
The minimum clear space of the primary brand marks is defined by the two magenta squircles as shown.
The minimum clear space of the abbreviated brand marks are defined by the smallest squircle. This is useful, especially within the digital environment.
The clear space shown is only a minimum and can be increased if necessary.
Note: The clear space does not take the ® symbol into consideration. The edges of the squircles and the wordmark define the clear space.
The same colour principles as outlined in the prior colourways section also apply to the Datacrédito Experian and the Serasa Experian brand marks.
These brand marks can be used in the following three colourways:
- Positive full-colour brand mark (preferred)
This version should be used on the majority of applications.
- Black brand mark
Should be used on a light back-ground when the reproduction process doesn’t permit full-colour or only single-colour use, e.g. embossing or black and white newspapers.
- White brand mark
Should be used on a dark background or when the reproduction process doesn’t permit a full-colour brand mark, e.g. embossing.
A white or light-coloured background is defined as the tonal equivalent of a 0%–20% tint of black. A darker-coloured background is defined as the tonal equivalent of a 20%–100% tint of black.
The same colour principles as outlined in the prior colourways section also apply to the Datacrédito Experian and the Serasa Experian brand marks.
These brand marks can be used in the following three colourways:
- Positive full-colour brand mark (preferred)
This version should be used on the majority of applications.
- Black brand mark
Should be used on a light back-ground when the reproduction process doesn’t permit full-colour or only single-colour use, e.g. embossing or black and white newspapers.
- White brand mark
Should be used on a dark background or when the reproduction process doesn’t permit a full-colour brand mark, e.g. embossing.
A white or light-coloured background is defined as the tonal equivalent of a 0%–20% tint of black. A darker-coloured background is defined as the tonal equivalent of a 20%–100% tint of black.
