Welcome to the Which? brand

This site brings together everything you need to know about our brand under one roof. And it shows off some great work Which? people have done to make the brand stronger. When you’re planning, writing, designing, or you want to improve something, come here for inspiration.

Our brand matters

The Which? brand matters to people. They choose us because they share our values, like the way we do things and believe in our mission. It also matters to us. It helps us join the dots between all the different things we do, and work together towards one goal.

Our brand’s for everyone

It’s just as useful when we’re writing reports for ministers, talking to the media, or recruiting new team members as it is when we’re communicating with consumers. They’re all chances to change or reinforce what people think of Which?.

Latest brand inspiration