Blauw
Een onderzoeksbureau dat licht werpt op wat verborgen blijft
Vraag
Blauw groeide. Het aanbod groeide mee. Maar het merk zelf was onderweg wat versnipperd geraakt.
Na bijna 30 jaar was het tijd om de visuele identiteit voor het eerst fundamenteel te vernieuwen. Niet om Blauw opnieuw uit te vinden, maar om scherper te laten zien wie ze inmiddels zijn: één krachtig bureau dat organisaties helpt betere keuzes te maken en merken te laten groeien.
De vraag was dus groter dan een nieuw logo. Blauw zocht één herkenbaar merk dat hun nieuwe koers kon dragen én moeiteloos kon werken op alles wat ze maken. Van onderzoeksrapport tot website.
Uitdaging
Een merkidentiteit ontwerpen voor een bureau dat zelf alles weet van merken, distinctive brand assets en onderzoek. Welkom in het hol van de leeuw.
Aan kennis geen gebrek. Aan meningen trouwens ook niet.
En juist daar zat de uitdaging. Want wanneer slimme mensen allemaal een goed onderbouwde mening hebben, ligt compromis op de loer. Dus moesten we blijven kiezen.
Niet iedereen gelijk geven, maar het merk een gezicht geven. Onderscheid boven consensus. Een systeem bouwen dat eigen genoeg is om Blauw te herkennen en flexibel genoeg om dagelijks mee te werken.
Oplossing
Het nieuwe Blauw is geen logo met een huisstijl eromheen. Het is één visueel systeem dat overal hetzelfde merk laat voelen.
Van logo, kleur en typografie tot beeldtaal, iconen en datavisualisatie. Van grote onderzoekspresentaties en whitepapers tot social content en de nieuwe website.
Juist bij Blauw moest de identiteit ook werken wanneer er veel informatie op tafel ligt. Data mag complex zijn. Het merk hoeft dat niet te zijn.
Het resultaat is een Blauw met meer profiel, meer samenhang en vooral meer smoel. Herkenbaar zonder voorspelbaar te worden. Serieus in expertise, maar met genoeg energie om niet op het gemiddelde onderzoeksbureau te lijken.
Na bijna 30 jaar kreeg Blauw een totaal nieuw gezicht. En gelukkig hebben we de scherpe randjes laten zitten.
“Ons doel met de herpositionering was om écht een nieuw bureau in de markt te zetten met een ander portfolio, andere manier van werken en een onderscheidende en unieke vormgeving. Jullie hebben Blauw echt een totaal nieuw gezicht gegeven en daar ben ik super blij mee en trots op.”
Klant
Blauw Research
Jaar
2026
Diensten
Merkstrategie
Visuele identiteit
Designsysteem
Datavisualisatie
Webdesign
Brand platform
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