Thomson Reuters
In an era where even the truth is a moving target, we helped Thomson Reuters emerge as the leader in what professionals need most: clarity.
Redefining a leader
Thomson Reuters tools represent the best in insight, content, governance, law—it’s hard to convey just how many high-stakes decisions are made with their trusted content. Meanwhile, Reuters reporting represents fearless journalism, without borders or bias.
But Thomson Reuters is not an insights company, or a story company, or “The Answers Company” (their previous positioning.)
With a suite of advanced, content-powered workplace solutions, Thomson Reuters is a technology company—the only one delivering the clarity professionals need to navigate their complex industries.
It was time to show up like it.
Know today. Navigate tomorrow.
The new brand platform—Know today. Navigate tomorrow.—captures what Thomson Reuters offers the professionals it serves: the clarity to understand today’s complexity and tackle tomorrow’s uncertainty.
Our visual identity brings the power of clarity to life. A revitalized palette—which introduces a confident and prestigious racing green—connotes the energy of a cutting-edge technology company, while a new illustration system shows how we give order to complexity. And, of course, there’s the logo, where the defining mark of Thomson Reuters, the Kinesis, has been simplified to its basest elements—our commitment to clarity, manifest.
A voice in the noise
Our team created a verbal identity that walks a tenuous (and fun) line of proven expert and bristling innovator. Our archetype, the “Resolute Partner”, plays in realms of confidence, precision, passion, and relatability. We speak to professionals with the specificity and directness they need, and we connect with them as people. And, occasionally—only when it’s right—we let our innovator out to paint an inspiring picture of what the future of work might hold.
Guiding the way
To make this new direction actionable for a global enterprise like this, we took to Frontify and developed comprehensive brand guidelines. I worked alongside our design team to turn all of what you see above into clear guidance that creatives and non-creatives alike can use.
This work was recognized during the 2024 W3 awards, where it took home Silver for branding.
Keep an eye out for the new Thomson Reuters brand as it rolls out this year and into 2025.