A clear sense
of direction.
The Northbound identity: a directional mark, a considered palette and a voice that brings evidence into focus.
Clearer direction.
Grounded. Open. Precise.
The Northmark combines an N letterform with a north-pointing heading arrow. Inter Tight gives Northbound a clear, confident voice; italic Newsreader adds warmth to Insights. On Forest, the heading turns Signal—the point where evidence becomes direction.
Positioning
Northbound Insights helps organizations understand people and navigate decisions through public-opinion research, market insight and clear interpretation of evidence.
Our voice
Use plain language. Lead with the finding. Explain the denominator. Keep the caveat close to the claim. Make uncertainty understandable and leave readers with a clearer question or a practical implication.
Typography
Inter Tight 500 sets the headings; Inter 400 provides the reading text, with 500 for interface labels and 600 for emphasis. Newsreader Italic accents at most one word per headline. IBM Plex Mono identifies dates, data, labels and sources. The logo uses Inter Tight 600 and Newsreader Italic 400. All fonts are hosted with the website.
Use of the identity
Keep half the symbol’s height clear on every side. Use the full lockup at 120 px wide or larger; below that, use the symbol alone at no smaller than 16 px. Preserve the proportions and use the supplied artwork. Use Forest on Paper, or Paper with a Signal heading on Forest. Keep the heading Forest on light backgrounds. Avoid gradients, shadows inside the mark and party-colour associations.
Media description
Northbound Insights is a Toronto-based research brand focused on public opinion, market research and data intelligence. Its journal publishes source-led analysis and practical research guides.
Brand concept prepared 25 October 2026. Business-name, trademark and domain availability have not been cleared. The site does not claim industry memberships, media endorsements, clients or historical operations.
What do you need to know?
Start with the question. We’ll help shape the research.