Once a renowned arbiter of content and research for professionals, Thomson Reuters underwent a critical business transformation to become an AI and technology company. However, two major brand challenges stood in the way: a fragmented product ecosystem that hindered growth and outdated perceptions that impacted purchase intent.
Thomson Reuters transformed to simplify, unify, and reimagine the company as a technology leader. Today, the brand is known for clarifying the complex — empowering the world’s most influential professionals to lead with confidence.
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88%Consideration
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+40%Unaided brand awareness
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$7.26B2024 Revenue (+7% YoY)
From content giant to tech pioneer
For the first time in over 16 years, Thomson Reuters invested in rearchitecting and refreshing its brand to reflect its investment in AI and technology. This effort was essential: for decades, Thomson Reuters has used AI to help professionals streamline tasks, focus on complex work, and improve job satisfaction, well-being, and work-life balance, yet outdated perceptions of it as an ‘answer company’ were holding the business back.
It was time to reveal the reality: Thomson Reuters has been a technology pioneer all along.
Clarifying the complex
Extensive research and customer insights revealed a common need: professionals in the legal, tax, accounting, risk and fraud fields needed clarity in navigating ever-growing, ever-changing complexity—especially in the era of AI. This inspired Thomson Reuters' new brand promise: To Clarify the Complex, reinforcing a legacy of delivering trusted content, cutting-edge technology, and industry-leading insights to help professionals tackle today’s challenges and prepare for what’s next.
A refreshed identity
This wasn’t just a facelift. It was a full-scale reinvention. With sharp typography, dynamic digital guidelines, and a bold color palette, the new identity is built for the professionals shaping the world.
This new brand was not only well-received by those who use it, but it was celebrated: in the first week, a record 1.5 million assets were downloaded internally (up from 85,000 pre-launch), alongside 32K visits to the brand guidelines site.
“The professional landscape has undergone major shifts in how we work. Our refreshed brand represents the Thomson Reuters purpose to empower professionals to act with great confidence so they can know today and navigate tomorrow.”
Rolling out the rebrand
Bringing this brand to market at this scale isn’t a solo act—it’s a global symphony. Thomson Reuters launched a bold awareness campaign that included connected TV, podcasts, social, video, digital media, and public relations, using storytelling and striking design to position itself as a technology leader—exceeding the target for landing page visits by 45%.
Nearly every customer touchpoint has been transformed. From the logo on their new headquarters to the event materials for their sponsored White House Correspondents' dinner to their website and social presence, the new promise is ever-present for customers and employees alike.
Transformation. Delivered
Thomson Reuters' once disjointed ecosystem has transformed into a unified platform. By evolving its brand, Thomson Reuters is doubling down on technological innovation, tackling the increasingly complex challenges professionals need to know today — and those they’ll need to navigate in the future.