Pew Research Center seeks to shed light on important social and political trends through data. A sun motif of radiating lines and an interplay of positive and negative space (read: light and shadow) becomes an expression of “illumination” or intellectual enlightenment. Although abstract, the sun association is clear, universal and inclusive. Consistent bold line weights, circular construction and counter lend the form an analytical and rationalised quality that ties in with data, heightened by its pairing with a light serif, a gesture of academia and research.