2010 REBRAND 100 Winners > merit|
Industry: Media-Information Services
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Industry Setting - When The Thomson Corporation acquired Reuters Group PLC, a new information powerhouse was born. Combining industry expertise with innovative technology, Thomson Reuters delivers critical information to decision-makers across professions.
Challenge - Bigger isn’t necessarily better. When two industry giants come together, expectations run high. What would make this newly formed mega-brand unique? Thomson Reuters needed a brand strategy that leveraged the existing strength of the two respective companies, while transforming the very complexion of the information business.
Strategy - The Thomson Reuters brand is built on a single concept: “Intelligent Information Gives You the Freedom to Achieve.” More than simply delivering news and data, Thomson Reuters promises a smarter breed of information to customers – information that actually anticipates their needs, knowing their next step to make action seamless.
To introduce the dawning of “intelligent information,” a brand personality was developed that would guide the visual identity and overall creative expression of the new brand.
The new mark has two distinct components: the Kinesis and the Thomson Reuters wordmark. Inspired by the Fibonacci sequence and the idea of naturally occurring patterns, the Kinesis reflects “intelligent information” in motion. Color plays an important role in the new brand. In particular, the use of orange is meant to infuse dynamism and creativity.
Additionally, the visual system leverages the longstanding tradition of Reuters photography. Many collateral pieces showcase compelling images as a way of highlighting what makes the brand unique.
Result - Virtually overnight Thomson Reuters has emerged as one of the world’s most recognized brands. Currently ranked as the 40th Best Global Brands, the company has experienced a meteoric rise in notoriety. Even more impressive, however, has been its strategic business impact: Thomson Reuters has effectively used its brand as a platform to truly reshape the information category.
Client: Thomson Reuters - www.thomsonreuters.com
Brand Strategists/Designers: Interbrand - www.interbrand.com
Exective Director: Cassidy Morgan
Executive Director: Tom Zara
Executive Creative Director: Chris Campbell
Executive Creative Director: Andy Payne
Associate Creative Director: Jason Brown
Creative Director: Andy Howell
Senior Implementation Director: Russell DeHaven
Associate Director: Darren Horwitz
Senior Designer: Chris Kline
Designer: Erik Murillo
Senior Designer: Scott Huston
Senior Director: Paola Norambuena
Creative Director: Benjamin Purkert
Senior Program Manager: Engy Albasel