Thomson Reuters provides information for a number of professional industries. Thomson was established in 1934 and Reuters in 1851, and as a joint entity now has a combined workforce of 51,000 employees worldwide.
Target audience
Thomson Reuters targets professionals in the media, financial, healthcare, scientific, legal, tax and accounting sectors.
Old brand identities
The first Reuters logo was created in the 60s and represented the globe with two hemispheres representing day and night, as well as the transparency of the company. The dots represented the distribution of information 24 hours a day.
The Thomson ‘starburst’ symbolised its leading position in the market as well as the energy and spirit of its employees.
New brand identity
The new identity has two components – the Kinesis symbol (the circle) and the Thomson Reuters wordmark. The symbol has been named ‘Kinesis’ because it reflects the idea that information is dynamic and always in motion.The wordmark has been customised to create a unique piece of artwork.
The typeface was created with rounded corners to bring a human and approachable element to the logo, yet its heavy weight and all-capital letter treatment communicates strength, stature and stability.
When was the new brand launched?
Thomson Reuters was launched worldwide in 21 countries on April 17 2008.
What is the ‘big idea’?
To provide professionals with ‘intelligent information’ that allows them to succeed in their jobs.
Why a rebrand?
Thomson and Reuters share a rich heritage, and each brand has strengths in its markets around the world. Preserving both names pays tribute to the brands’ collective past, while allowing it to build on its shared equity. The new visual identity signals the coming together of two strong entities and the ambition to become the leading information provider around the world.
Who managed it?
Interbrand was responsible for all aspects of the branding, which included the development of the strategy, to the creation of the visual identity, as well as the application of the identity across all of the company’s customer and employee touchpoints.
Biggest challenge?
Bringing Thomson and Reuters together was about merging two companies with distinct cultures in a short period of time. However, the collaborative approach that both companies embraced ensured a relatively seamless transition,claims brand consultancy Interbrand.
Agencies involved
Interbrand did all the research and redesigned the logo, Burson-Marsteller managed PR activities, Ogilvy was responsible for the advertising, Happy Cog designed the corporate website, Versant designed the recruitment website, and OMD handled all media buying.
Timescale
Merger had been mooted and predicted for 12 years, but it wasn’t until May 2007 that the deal was agreed. The merger was officially approved in February.
On-going communications
Interbrand is currently working with the Thomson Reuters team to continue the rollout of the new brand across all employees and customer groups.
How is success being measured?
Brand valuation is a key metric of success and will be assessed on an annual basis.
Client perspective
Thomas Glocer, CEO of Thomson Reuters, says, “The dynamic new identity is a marked departure from the historical look and feel of the two companies. It represents our joint positioning as the world’s leading source of intelligent information to businesses and professionals.”
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