Reuters broadcasts new look

Global news and information company Reuters has unveiled a new corporate identity designed by Landor Associates.

The new identity is the first redesign since Pentagram created the logotype in 1965. The new look has been modified to enhance its legibility across all media and give a more up-to-date feel, says a Landor spokesman.

Reuters supplies the global business community and news organisations with a range of products, including real-time financial data, transaction systems, news, graphics and news video. It has 4600 subscribers and some 327 000 clients access Reuters terminals.

“The purpose of the new look is to project ourselves more clearly and make sure the outside world knows what we do and the values we represent. On computer screen, television and in print, we want to be more clearly recognisable,” says Peter Job, Reuters’ chief executive.

A visual device and a descriptive phrase have been added to the updated logo. The symbol can be used independently of the word “Reuters” on-screen, and the phrase “The Business of Information” describes the organisation’s activities. New corporate colours of blue and orange have been introduced to enhance Reuters’ image.

The new symbol and phrase will help Reuters achieve its aim of becoming more visible, says Landor Associates executive creative director Richard Ford. “The challenge of updating an identity with such a strong recognition factor is in striking a balance; you can’t completely abandon the past, but because the old logo didn’t work in the context of many of its current applications, it had to move on,” he says.