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Visual of the experian squircle shape

Introducing squircles

Squircles are those “not quite a square, not quite a circle” tiles that radiate from our brand mark.

This versatile shape can be used in a variety of ways, from framing content to creating distinctive brand visuals.

In this section, you can find details on the two types of squircles and how best to implement them.

Squircle types

We have two types of squircle, the 2D graphic and 3D squircle renders.

Visual of 2D squircle in use

2D squircles

We use the 2D graphic device to organise content. It can be used as a shape to contain information, frame photography, or simply to add interest in layouts.

Visual of 3D squircle in use

3D squircles

We use 3D squircle renders as a distinctive brand expression asset, symbolising the flow of data. These are used in place of photography when representing the Experian brand more broadly.

2D squircles

Visual of squircle contruction

Squircle construction

To ensure squircle consistency, we adopt a 1:4 corner radius ratio. Simply divide the side length by 4 to determine the corner radius.

For instance, a 100 x 100 px squircle would have a corner radius of 25 px.

Visual displaying 2D squircle examples in use

Squircles as a graphic device

These examples highlight the versatility of squircles in 2D applications.

Squircles function as adaptable containers for text or imagery. They can be rotated and resized to suit the composition, and may extend beyond layout boundaries; introducing a sense of movement and energy to the design.

They can also be used as frames to house content such as headings or iconography, or simply to elevate the visual interest of a layout through their distinctive form.

3D squircles

Visual of 3D squircle

Introducing 3D squircles

Our 3D squircle assets are distinctively crafted to embody the fluidity, energy, and optimism of our brand. They bring to life our brand idea, Powering Opportunities, through the visual representation of data in motion.

These assets can be used in place of traditional photography or textured backgrounds, acting as the visual focal point in layouts, marketing materials, presentations, video content, exhibition graphics, and more.

They’re a bold and recognisable way to showcase the Experian brand, and help bring our identity to life. 

Visual displaying how to use imagery with 3D squircle assset

Working alongside photography

3D squircles do not replace photography. Photography should still be used to help with storytelling, campaigns and when highlighting products benefits.

They can be used alongside imagery, but must not be layered on top of each other. Layering imagery and 3D renders creates visual inconsistencies in texture, lighting, and perspective, which conflict with natural photography style.

Photography should support the 3D squircles and be used in a complementary role within layouts.

Usage guide

This guidance is not exhaustive but intended as a creative framework. Designers should use their judgment to maintain consistency with the brand while adapting compositions to suit specific needs. Each composition includes generous clear space to support flexible layout positioning. Designers are encouraged to crop, rotate, and scale the squircle as needed, provided its proportions remain intact.

Dos
  1. Text can be added over renders if it remains legible.
  2. Rotate renders to fit the design as required.
  3. Renders should act as the hero element of the design, scale and crop as needed. 
  4. Add a text panel over renders to aid legibility, or break up the design layout. 
  5. Version without backgrounds allow you to apply a solid colour from the Primary or Support palette, or use a gradient.
  6. Holding shapes can be added to frame content if desired.  

 

Donts
  1. Do not frame within shapes.
  2. Do not place photography on renders, and do not place renders on photography. 
  3. Do not recolour or place overlays on renders.
  4. Do not use tertiary palette colour backgrounds. 
  5. Do not distort or make renders too small.
  6. Do not use multiple renders in a single layout. 

Rectangles

We also use rounded corners for rectangles, these are not called squircles.

Visual depicting corner radius one rectangle

Corner radius guidance

Rounded edges are a core element of the Experian design language, originating from our logo, seen in both the squircles and the wordmark, and echoed throughout our iconography.

Where possible, follow this rule to ensure a cohesive and consistent visual identity across all brand materials.

When using a single rounded rectangle on a layout:

  • Set the corner radius to 10% of the shortest side.
  • To calculate this, simply divide the shortest edge by 10.
Two or more rounded squircles

Multiple shapes with shared dimensions

When multiple shapes share the same height or width:

  • Apply the 10% rule to the shared dimension.
  • For example, if all shapes share the same width, divide that width by 10 to determine the corner radius.

In this example, both shapes have the same shortest side of 230px.

230 ÷ 10 = 23px, so the corner radius is 23px.

This approach keeps all shapes looking consistent and unified.

Multiple rounded rectangle guidance

Multiple shapes with varying sizes

When working with a variety of shapes in a single composition:

  • Identify the largest and smallest shapes.
  • Measure the shortest side of each shape.
  • Add the two shortest sides together, then divide by 2 to find the average.
  • Apply the 10% Rule by dividing this average by 10 to get the corner radius.
  • Use this radius consistently across all shapes in the composition for a unified look.

In this example:

  • Shape A is the largest, with a shortest side of 170px.
  • Shape B is the smallest, with a shortest side of 80px.

To find a consistent corner radius:

  1. Add the shortest sides: 170 + 80 = 250
  2. Divide by 2 to get the average: 250 ÷ 2 = 125
  3. Apply the 10% Rule: 10% of 125 = 12.5
  4. Round up to the nearest whole number: 13px

Colours

All the information you need around our brand colours

Typography

Find out more about our different typefaces and how they should be used