The rebranding of the Thomson Corporation touched every part of the $7 billion organization. The positioning and subsequent identity system we created helped fundamentally reshape how Thomson presented itself. And more importantly, we created a roadmap for how to treat acquired and new brands.

Situation

Thomson Financial had established itself as the “indispensable industry standard of the financial community” through an aggressive series of acquisitions. Now working together to promise customers a comprehensive, integrated solutions portfolio, some of these entrepreneurially-driven businesses were still reluctant to give up the equity that came with their individual brands. The Thomson Corporation was dealing with similar issues on a larger scale, as a parent brand over a corporate family that included established publishing imprints like Westlaw.

Solution

Initially working with Thomson Financial, we articulated the “industry standard” brand platform to drive our work. The brand architecture strategy and corporate identity were developed in tandem, balancing consistency and flexibility, allowing the Thomson Financial brand to play either a dominant or endorsement role. Incorporating a graphic star and bold type to symbolize leadership and strength, the logo is the foundation of an identity system that accommodates the acquisition or divesting of brands over time.

When Thomson Corporation later prepared to list on the NYSE, the parent brand adopted the starburst logo, and we expanded the brand architecture and identity system to unify the entire global organization. A common brand, clear architecture strategy and shared resources fostered communications consistency and marketing synergy across Thomson, increasing visibility, awareness and equity for the Thomson brand among customer and investor audiences.