Transcontinental Launches a New ‘TC’ Brand Image
MONTREAL—Nov. 23, 2011—To better reflect its evolution into a leading player in the new marketing communications landscape, Transcontinental has launched a new brand, logo and positioning: TC. Transcontinental, the Canadian leader in marketing activation. The new brand better reflects the company’s comprehensive and integrated marketing communications offering, including print, media, digital, interactive and mobile. The new trademark will be known as TC. Transcontinental, and its two sectors as TC. Media and TC. Transcontinental Printing.
“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.