Customer Thermometer, the award-winning micro survey company, has today unveiled their new logo ident. The six-second animation designed by the team at Paean Films depicts the face of Customer Thermometer evolving from scowl to smile in a simple and fluid graphic.

Commenting on the project Adam Price, Paean Films’ managing director, said: ‘Customer Thermometer’s raison d'etre is to streamline and simplify customer feedback with one-click e-mail surveys. For these reasons “simplicity and fluidity” were our guiding principles throughout the design process.’

It was these guiding principles that led to the development of the evolving face concept, which drew inspiration from the brand’s iconic red, amber, and green feedback faces. Similarly the cheeky wink at the end is recognition that Customer Thermometer is first and foremost a people rather than data or metric-led organisation’.

Sophie Leaver, Marketing Operations Executive at Customer Thermometer, reflected: ‘we gave Adam an extremely minimal brief for the animation, offering basically just our company ethos and preferred style and allowing Adam to take his own creative approach. We were really impressed with the outcome – it felt totally in line with what we do and really pushes the end result that step further in our eyes.’

The new Customer Thermometer ident is available to view online now.