The NPD Group

A brand refresh to prepare a leader for their next half-century

For over 50 years, the world’s most successful brands have turned to The NPD Group to know what is selling, who is buying, and why. NPD tracks over a trillion dollars in consumer spending a year, resulting in an extraordinary collection of data, industry expertise, and prescriptive analytics.

To prepare for their next half-century, NPD partnered with TippingGardner to create a new logo and visual identity system implemented across all brand touch points including website, PowerPoint templates, signage, stationery and more.

TippingGardner also developed the DecisionKey name for The NPD Group’s suite of web-based data delivery and analysis tools.

We developed signage options for NPD's offices ranging from dimensional office signage to digital signage options. Retaining the dynamism of the NPD logo in its preferred state – which is dimensional and has gradients was another key deliverable and alternate versions were created that could be cut from metal, or molded in glass, or even stenciled.
Ensuring the logo worked well in all digital environments from the responsive website, to animation, digital signage and PowerPoint and social applications was a critical part of the NPD brand identity project.
We created an NPD Brand Book for all employees that explained the new identity and celebrated the 50th anniversary. Each employee got new business cards at the launch of the identity.


1216 Broadway
2nd Floor
New York, NY 10001