Comscore is a U.S.-based media measurement and analytics company founded in 1999 and headquartered in Reston, Virginia.[1] The company’s current visual identity dates from an October 2018 rebrand developed by Firstborn, a New York City-based design and innovation agency.[2]
Design and History
Comscore unveiled its current logo in late October 2018 as part of a broader brand refresh. The company said the new logo was designed to reflect both its own history and the history of the advertising industry, while embracing the realities of the current advertising ecosystem.[2] The redesign followed more than 100 conversations with partners across the media and marketing ecosystem, as well as internal discussions with employees.[2]
The updated mark retained the overlapping screen motif from the previous logo but simplified and sharpened the shapes to evoke precision and accuracy.[2] The wordmark also changed: the previously capitalized “S” in “Score” became lowercase, which the company described as removing unnecessary complexity.[2] The trailing period after the name was also dropped.[3]
Meaning and Symbolism
According to Comscore’s official announcement, the orange and blue overlapping panels are the foundational components of the logo and represent the multitude of independent screens that make up the marketing ecosystem.[2] The updated mark spotlights a solid red center at the intersection of the two panels. Comscore described this intersection as “the heart of the new advertising ecosystem” and where consumers are, fluid and pervasive, emphasizing that measurement is not about one screen versus another but about understanding the overlap to gain deeper precision on audiences and insights.[2]
Typography and Design
Alongside the refreshed logo, Comscore introduced simpler fonts and more modern, vibrant colors, which were also applied across product user interfaces.[2] The company’s press room offers downloadable logo files in black, midnight, and white versions for print (.SVG) and web (.PNG) use.[4]
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