Signaling the beginning of a fresh new start, World Color Press Inc. (the former Quebecor World) has shortened the name for its logo and introduced a lively eco-friendly green to a colour reminiscent of the familiar Quebecor blue.
The rebranding is one step to renewing the company’s image and removing it from its recent troubled past. Emerging from creditor protection less than two months ago (July 21), the restructured company has already replaced its CEO (former RR Donnelley CEO and Worldcolor Chairman of the Board Mark Angelson took over for Jacques Mallette) and named a new CFO (Andrew Hines stepped in as interim CFO following the departure of Jeremy Roberts).
Positioning itself as the second largest printer in the Americas (RR Donnelley would be number one), the solitary Worldcolor label is "more than a name" suggests the company in its press release; "it is the essence of who we are and what we do."
The "World" element represents the company’s intention to expand it presence, and the "color" is the printed and digital products it produces.
"Today we take an important step in the marketing of our fresh start. This marks the beginning of a new era for our organization," said Angelson in the release.
According to the company, "the stylized W connotes growth and progression and represents a webpress-like icon evoking our heritage and core competency."
The company will be changing the signs on all of its facilities over the year ahead.
