Transcontinental Launches a New ‘TC’ Brand ImageNovember 23, 2011
“As our customers’ needs have evolved, so have we. What customers rightly expect is proactivity, creativity, innovation, strategy, customization and market intelligence. Our new brand launch is a logical milestone in the disciplined roll-out of the development plan we began implementing in 2008 to strengthen our core operations and build new marketing communications services,” said François Olivier, president and CEO of TC. Transcontinental.
Beyond the truncation of the word Transcontinental, the “t” in the new “tc” stands for technology, while the “c” represents community. In the chosen typography, the bold, upright “t” embodies confidence and solidity. The “c”—with its generous opening—signifies willingness to communicate.
The red dot from the former logo is transformed into a black one, which represents the digital economy, as well as the point of contact between the company and its customers. The logo is black or white, depending on context and usage. Keeping the main typographic element devoid of color will allow the use of various colors to illustrate sub-brands.
“This is as much about change as it is about continuity. Printing, mixed with other platforms, is still the primary driver of marketing communications today. It remains the most efficient channel to drive traffic to the Internet; new media perform best when associated with printing. Our expertise in these areas provides our clients with the best of both worlds by smartly combining the proven and the upcoming,” explained Olivier.
With a rich history of innovation, disciplined adaptation to changing customer needs, and its specialization in marketing activation, TC. Transcontinental is uniquely positioned in Canada to help customers attract, acquire and retain their target consumers. Marketing activation is the method TC. Transcontinental uses to bring a brand message to life through a strategic, integrated campaign that leverages the full potential of a wide range of marketing communications tools in order to maximize results and provide the greatest return on customer marketing investment.