Thomson Reuters Unveils New Brand Evolution

By Kyle O'Brien 

Thomson Reuters, a global information and technology company, has updated its brand to address the needs of professionals operating within an evolving media landscape.

The first brand refresh in 16 years is being led by Code and Theory.

The new Thomson Reuters brand signifies its commitment to investing in market-leading product and technology that leverage generative AI. For decades, Thomson Reuters has been applying AI to help professionals perform more mundane tasks so they can focus on higher value, complex work and ultimately tackle human capital issues such as job satisfaction, well-being and work-life balance.


“Over the past few years, the professional landscape has undergone major shifts as we have all navigated significant changes in how we work,” said David Carrel, chief marketing officer, Thomson Reuters in a statement. “Our refreshed brand represents the Thomson Reuters purpose to inform the way forward—and this starts with our customers.”

Thomson Reuters, through customer conversations and extensive research, saw recurring themes, including the demand for clarity and guidance in navigating complex situations, particularly through generative AI. This led to the inception of a new brand promise: “To Clarify the Complex.”

Code and Theory was brought on to help the team execute on refreshing the brand identity.

Thomson Reuters brand refresh from Code and Theory.

“It’s not every day that you get to relaunch an iconic brand of Thomson Reuters stature. This is a company that believes brand transformation is business transformation,” said Stef Hoffman, group brand strategy director, Code and Theory, in a statement. “Together with Thomson Reuters, we boldly reimagined their brand strategy and identity to celebrate their 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.”

The changes to the Thomson Reuters brand will take place over the next 12 months, with a new logo and updated visuals across key websites and social media channels beginning today.