Here are our full audits of the top five, along with the best of each category. Find out why we placed them where we did.
Messaging: 15, Visual Brand: 15, Consistency: 15, Quality: 15, Saliency: 16, Overall: 76%
A good balance of high quality imagery and messaging that feels appropriate and customer focused, without feeling profligate. The overall impression is very cohesive; recognisable but not relentless.
Messaging: 11, Visual Brand: 14, Consistency: 17, Quality: 15, Saliency: 15, Overall: 72%
A strong, simple identity that uses purple to hold together different types of communications for different audiences. Though the messaging could work harder the overall impression is consistent and high quality.
Messaging: 13, Visual Brand: 13, Consistency: 15, Quality: 13, Saliency: 13, Overall: 67%
A more corporate impression is created through a fresh but cool colour palette and a focus on properties rather than people in the photography. Communications are carefully considered for different audiences.
Messaging: 11, Visual Brand: 13, Consistency: 13, Quality: 14, Saliency: 13, Overall: 64%
Immediately feels strong and vibrant through the use of colour and typography, but there’s a distinct lack of human warmth, which the name suggests, due to limited use of people photography.
Messaging: 12, Visual Brand: 13, Consistency: 12, Quality: 13, Saliency: 13, Overall: 63%
A confident, credible impression that feels clean and structured. All the elements are good in themselves but the way they are used together varies in quality and consistency.
Messaging: 11, Visual Brand: 12, Consistency: 11, Quality: 13, Saliency: 13, Overall: 60%
The varied use of colours means the overall impression is not as consistent as it could be. But the high quality people photography works well across the different audience applications, and shows a real sense of care.
Messaging: 13, Visual Brand: 11, Consistency: 9, Quality: 12, Saliency: 13, Overall: 58%
An interesting name and some really good bits don’t come together as strongly as they could. The result is a lack of consistency and feels like a missed opportunity.
Messaging: 11, Visual Brand: 10, Consistency: 12, Quality: 12, Saliency: 12, Overall: 57%
Portrait photography is strong and believable, but is let down by the other elements. The use of a single colour helps to deliver consistency, but the choice of colour, which affects the overall impression, feels dull and dated.
Messaging: 10, Visual Brand: 10, Consistency: 11, Quality: 13, Saliency: 13, Overall: 57%
A number of solid, straightforward elements, but that feel a little disconnected when used together. Different audience communications demonstrate saliency, but lack consistency.
Messaging: 7, Visual Brand: 11, Consistency: 14, Quality: 10, Saliency: 14, Overall: 56%
A bright, vibrant impression across all materials delivers instant recognition and consistency. However messaging lacks the same impact and there is a danger that the strong consistency will become relentless.