Global content, news and technology company Thompson Reuters today unveiled a rebranding—its first in 16 years. The effort was led by Stagwell agency Code and Theory. 

As part of the makeover Thompson Reuters has adopted a new brand positioning--”Clarifying The Complex.”  

The company’s visual identity, including its logo and fonts have also been refreshed. And to ensure consistency throughout the company’s global operations, brand guidelines, which define how the brand should be represented, have also been updated.   

“Over the past few years, the professional landscape has undergone major shifts as we have all navigated significant changes in how we work,” said company CMO David Carrel. “Our refreshed brand represents the Thomson Reuters purpose to inform the way forward – and this starts with our customers, empowering professionals to act with great confidence so they can know today and navigate tomorrow.” 

It also signals the company’s commitment to developing new products and technology that leverage generative artificial intelligence, per the company, which notes that it has utilized AI regularly for years.  

The “Clarifying the Complex” positioning stems from extensive research and also speaks more directly to the firm’s efforts historically to help customers navigate challenges today and in the future as the media and marketing landscape has become increasingly complicated.  

“This is a company that believes brand transformation is business transformation,” said Stef Hoffman, Group Brand Strategy Director, Code and Theory. Working together, she added, the firms came up with a refreshed brand strategy and identity to “celebrate [Thompson Reuters’] heritage and innovation story. With a new promise and messaging, evolved tone of voice, dynamic and new color palette, simplified logo, and modernized fonts, this is now the brand of a technology company."