InfoGroup rebrands in bid to unify disparate businesses

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Data giant InfoGroup is rebranding its various companies with a common name and logo designed to eliminate confusion in the marketplace over its many direct marketing businesses, according to an internal video message from Bill Fairfield, company CEO. The official rollout occurs January 4, but InfoGroup is introducing the new logo to employees across its businesses and geographies over the next several days.

“As many of you know, over the course of the last year, we've been trying to transform this company from a loose confederation of 31 separate business units, each selling its own products, to a more unified company really providing solutions to our very important clients,” said Fairfield in the employee video, which was broadcast in its Australian offices December 15.

The logo is a custom-drawn font in italics, with a green, lowercase "i" and gray letters that spell out the company name. The “i” — short for “information” — is preceded by a simple white crescent shape.

“Our crown jewels are that database that we create,” Fairfield said, “and we intend to polish that as we go forward, and this is going to help us do that.”

Glenn Prettyman, VP of marketing at InfoGroup told DMNews, “It is a more cohesive and customer-centric approach.”

The company considers this the first stage of its rebranding. “Phase one of this evolution will take place over the next 12 to 18 months, starting January 1, 2010,” according to the FAQ on the internal site. “During that time, we will maintain the basic structure of our organization, but will begin creating greater visibility and equity for the InfoGroup brand.”

InfoGroup retained Evercore Partners in December 2008 to help evaluate a possible sale. Data rival D&B and Carlyle have been rumored as potential buyers. InfoGroup chairman Roger Siboni said in a November 1 statement that the company's management has “made no decision to sell the company.” The statement came one day after the Omaha World-Herald reported that at least 33 potential bidders have expressed interest in the firm to its financial advisor.

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