Launch of EQUA Aq (air quality) Index

The new Equa Aq (air quality) Index provides consumers with the true picture of car emission levels, their impact on air quality and how polluting the car they may want to purchase is. Kin Branding have developed the product branding, name and identity for the Equa Aq Index.

Poor air quality is a serious issue particularly in London and urban environments. All vehicles running on diesel or petrol, emit air polluting nitrogen oxides (NO2) but the amount varies from car to car.

It is hard for the consumer conscious of wanting to make the right choice to make a comparison and understand how polluting the car they may want to buy is. The Volkswagen emissions scandal has made car pollutant emissions a hot topic but has left confusion. Are all cars, and all diesel cars dirty? The Equa Aq Index seeks to inform consumers on the environmental aspects of their purchasing decisions in a clear way.

Kin branding have undertaken this work for client Emissions Analytics who have the largest commercially available database on real world, car emissions. The work undertaken includes brand positioning, product development, naming and identity. The Equa name was chosen as it denotes equality, putting consumers on an equal footing with manufacturers , and with the real accurate data to inform their decisions.

Fiona Myles, Kin Branding, Founder says,

‘Air quality is a serious issue and consumers need to be provided with clear information. We’ve developed the branding to ensure The Equa Aq Index gives clear and easy to understand ratings to inform purchasing decisions that lead to better air quality and healthier environments.’

Nick Molton, client at Emissions Analytics says e.g.,

‘Kin Branding has supported us the whole way through the brand development process, from brand positioning to turning our data into a clear ratings product, the Equa Aq Index.’

Creative Director, Antony Johnson says,
‘It was critical that the branding communicated a definitive authority, and the culmination of true scientific analysis. The logo and typographic style complement the overall modular construction of each index table. The aim was to provide a robust and impactful presentation of the information.’