A data-driven brand uniting people and property.
Founded in 1858, EG is the UK’s leading source of data-driven intelligence for the real estate sector, with a portfolio of services and products spanning news and analysis, data, networks, events and awards. It is part of the LexisNexis Risk Solutions Group, owned by RELX.
Designhouse was commissioned to review EG’s brand strategy, to deliver a bolder brand identity and help rationalise and clarify the portfolio, unifying employees across a single organisation. The new brand identity needed the flexibility to work equally well on an award trophy, signage or in digital format.
The re-designed master logo employs the theory of negative space, combining the two letterforms into a single mark, making it more assertive and recognisable.
The use of negative space in the logo reflects the importance of internal floor space in the commercial property world. The structure of the G creates the negative space that is the E, mirroring a building and its internal space.
Technology and innovation are visualised through lateral data movement, powering the organisation, its individuals and the UK commercial property sector. This theme is a thread that runs through the rest of the brand, influencing illustration, iconography, infographics and video content.
Imagery has been updated, moving away from abstract stock photography representing data to focus on the people using the technology, both within EG and the clients who use it to inform their decision-making.
A secondary palette of colours inspired by indoor and outdoor space support the master colour, deep purple, while the flexible system allows for the logo to adopt the colours of its immediate environment if required.
Two sub-brands, EG Radius and EG PropertyLink have been given a refresh, with the EG master brand taking centre stage and dominating the product services.
The new brand identity has been applied across the EG portfolio, including a new website, social platforms, marketing and a new look and feel for the EG awards. A launch video and support collateral were produced for sharing the new brand identity internally.