Transcontinental rebrands itself

Transcontinental, the publisher of many of Canada's largest consumer magazines, has rebranded and its magazine publishing arm will be known as TC.Media and the parent company will be TC.Transcontinental (the printing division will be TC.Transcontinental Printing).

"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.

Here's how the company's press release positioned the new brand, which was created by Cohesion Strategies, a Montreal-based consultancy specialized in brand strategy, and Bleublancrouge, a Montreal-based advertising and design agency:

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.