Dynata is a first-party data and insights platform formed through the merger of Research Now and Survey Sampling International (SSI). The company adopted the Dynata name and brand in January 2019, roughly a year after the two firms completed their merger at the end of 2017.[1]
Design and History
Research Now SSI announced its new name and brand, Dynata, on January 15, 2019.[2] The rebrand followed the merger and integration of Research Now and SSI, two global providers of first-party data.[2] According to the company, the new brand identity highlighted its large collection of first-party data and reflected its aims to expand beyond market research into data-driven marketing.[1]
The name “Dynata” combines the words “dynamic” and “data,” referencing the company’s dynamic, data-driven market environment and its commitment to providing high-quality data for insights generation.[3] The name-finding process involved close collaboration with a US-based brand agency, a crowdsourcing platform, and input from employees worldwide.[3]
The Dynata trademark, registered to Survey Sampling International, LLC, is described as consisting of the stylized wording “DYNATA” below a circle with rays extending outward. The rays extending from the top right of the circle are shorter than the rest.[4]
Meaning and Symbolism
The company stated that the new brand “speaks to the company’s unique value proposition”: offering one of the world’s largest collections of first-party data contributed by people who opt in to participate in surveys and market research.[2] CEO Gary S. Laben described the new name and brand identity as signifying the company’s commitment to revitalize data-driven marketing and its role as a provider of first-party data representing the voice of actual individuals.[2]
Typography and Design
The registered trademark describes the mark as stylized wording “DYNATA” positioned below a circle with rays extending from it.[4] No official documentation identifies the specific typeface used in the wordmark or provides official color specifications. The specific designer or agency responsible for the visual identity has not been publicly identified, though the naming process involved a US-based brand agency.[3]
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