Media and printing giant Transcontinental announced a major rebranding today, rechristening the company TC Transcontinental and introducing a new logo.
The company’s two main divisions, Transcontinental Media and Transcontinental Printing, have also been renamed as TC Media and TC Transcontinental Printing, respectively.
The new logo features a lower-case “tc” in large font, separated from the smaller, capitalized “Transcontinental” by a dot. The letters are rendered in either black or white.
Montreal’s brand strategy consulting firm Cohesion Strategies and creative shop Bleublancrouge helped to develop the new identity.
Sylvain Morissette, vice-president of corporate communications for TC. Transcontinental, said his company’s updated name and look emphasizes its status as a leader in both media and printing. In particular, he said, TC. Transcontinental was looking to showcase its ability to provide marketing and communications services in multiple media.
“We think it’s important to rebrand the image but also to have a new positioning for the company,” said Morisette in a release. “We are now much more geared to serve all marketing needs for our clientele, while keeping at the same time a focus on our own brands and developing communities of interest.
“A majority of our revenues come from marketing dollars, and we think it’s time to let people know.”
Morisette said that while the “TC” in the logo can be read as an abbreviation of “Transcontinental,” the company also considers the letters to stand for “technology” and “community.”
Morisette said TC. Transcontinental plans to complete the process of converting all of the company’s signage and other brand collateral to the new logo by the end of spring, 2012.
