Thomson Reuters media group

Movement of the human eye informed Interbrand’s visual identity for the newly merged Thomson Reuters media group, according to the consultancy’s executive creative director Andy Payne. ‘Thomson Reuters asked us to help it escape dry, business-to-business branding,’ says Payne. ‘The company’s main touchpoint will be its on-line search engine, which it hopes to make as intuitive as possible. Reuters is currently 86th on our brand league table, but this should boost it into the top 30.’