Once Nielsen Global Consumer Business becomes a standalone company in January 2021, it will be renamed NielsenIQ and carry a new logo.

Last year Nielsen agreed to spin-off its consumer business and create two independent, publicly traded companies.

Nielsen Global Media will focus on media market metrics while NielsenIQ will carry out data and insights work in consumer-packaged goods and retailer sectors.

NielsenIQ agreed earlier this year to headquarter in Chicago, the city where Nielsen was founded in 1923, and will be based there from the beginning of 2021.

David Rawlinson, chief executive of NielsenIQ, said the company’s new name and brand was part of a wider modernisation programme at the company.

“Our new brand reinforces our commitment to deliver the accuracy our clients depend on to make critical decisions, coupled with a name and design that doesn’t lose sight of our heritage,” he added.