Introduction + messaging
1 FOCUS
We are a masterbrand system. Our logo, typography and color palette drive the look and feel of all
our products and communications. We are not building overly distinctive sub-brands or unrelated
design expressions to ensure that our system is clear and robust. To learn more about what a
masterbrand strategy entails please click here.
2 SIMPLICITY
Our design approach is about less, not more. We use white or open space to provide breathing
room for our communications – ensuring that the elements and information that matter are seen
clearly and cleanly.
3 DIRECT
Our communications should be direct and clearly articulate what we do. We don’t over-complicate
with abstract imagery or headlines. We are willing to be challenging, but we respect the
intelligence of our audience and do not need to over-design or add ambiguity.
4 CONSISTENCY
Our audiences need to see consistency and connections across our broad touchpoints as we
try to up- and cross-sell our services. Using our design elements and communication style in a
consistent way will help build recognition, not just for our logo (which is critical to our strategy),
but for everything we develop.
5 LONGEVITY
We are building a strategy and platform that is “acquisition-proof” – one that will remain viable
through a changing landscape.
Guiding principles – the IHS Markit brand