MONTREAL—Transcontinental has changed its identity "to better reflect its evolution into a leading player in the new marketing communications landscape".

The printing and publishing giant on Wednesday unveiled its new branding, logo and positioning. It will now be known as TC. Transcontinental.



The new brand "better reflects the company's comprehensive and integrated marketing communications offering, including print, media, digital, interactive and mobile," according to the company. "The new trademark will be known as TC. Transcontinental, and its two sectors as TC. Media and TC. Transcontinental Printing."

Beyond the shortening of the word Transcontinental, the 't' in the new 'tc' stands for technology, while the 'c' represents community, noted the company. "In the chosen typography, the bold, upright 't' embodies confidence and solidity. The 'c', with its generous opening, signifies willingness to communicate."

For the past year, Transcontinental has worked with Cohesion Strategies, a Montreal-based consultancy specialized in brand strategy, and Bleublancrouge, a Montreal-based advertising and design agency, on the brand assessment and redesign.