The Association for Qualitative Research came to us because it wanted to move on from its 1980s origins with a fresher, more contemporary image that would reflect its energy and forward-looking approach.

Our brief was to create a corporate identity that was cost-effective and versatile enough to work across a variety of media and situations.

The concept is based on speech – a key component of qualitative market research – and features 16 corporate colours for maximum brightness, flexibility and impact. Word templates allowed staff to produce flyers in-house on the office laser printers or in two colours at a local print shop.

“The logo, and the way it is used, is clear and effective. People within the industry have commented on how strong it is – it really stands out.” Rose Molloy, secretary to the Association for Qualitative Research.