March 12, 2024

Thomson Reuters unveils brand evolution, empowering professionals in a world of complexity

TORONTO, March 12, 2024 – Thomson Reuters (TSX/NYSE: TRI), a global content and technology company, today announced an updated brand, representing its commitment to address the needs of professionals operating within an ever-evolving landscape.

Undergoing the first brand refresh in 16 years, the new Thomson Reuters brand further signifies its commitment to investing in market-leading products and technology that leverage generative AI. For decades, Thomson Reuters has been applying AI to help professionals perform 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. “Our refreshed brand represents the Thomson Reuters purpose to inform the way forward – and this starts with our customers, empowering professionals to act with great confidence so they can know today and navigate tomorrow.”

Through customer conversations and extensive research, Thomson Reuters saw recurring themes which included the demand for clarity and guidance in navigating complex situations, particularly in the era of generative AI. This led to the inception of a new brand promise: To Clarify the Complex. This exemplifies Thomson Reuters history of providing trusted content, powerful technology, and industry-leading insights that help customers address today’s challenges and navigate tomorrow’s unknowns.

In addition, Thomson Reuters selected technology-led creative agency Code and Theory to help the team execute on refreshing the brand identity.

“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. “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."

Thomson Reuters customers have been overwhelmingly positive, including Edward Macnamara, chief innovation officer, Arent Fox Schiff saying: “Thomson Reuters has rapidly emerged as a frontrunner in the field of content-focused AI. Their investments in people and technology are already yielding significant benefits for their customers.”

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 March 12. To learn more about the updates, please visit this website.

Thomson Reuters

Thomson Reuters (TSX/NYSE: TRI) (“TR”) informs the way forward by bringing together the trusted content and technology that people and organizations need to make the right decisions. The company serves professionals across legal, tax, accounting, compliance, government, and media. Its products combine highly specialized software and insights to empower professionals with the data, intelligence, and solutions needed to make informed decisions, and to help institutions in their pursuit of justice, truth, and transparency. Reuters, part of Thomson Reuters, is a world leading provider of trusted journalism and news. For more information, visit

Code and Theory Network

Code and Theory Network is the only network with a balance of 50% creative and 50% engineers at scale. The technology-first group within Stagwell Group is built to partner with businesses to navigate the complexity of changing consumer behaviors, emerging technologies, and AI. With a global footprint and the capabilities to work across the entire consumer journey, we crave the hardest problems to solve. The network included the flagship agency Code and Theory as well as Kettle, Mediacurrent, Rhythm and Truelogic. Code and Theory clients include Amazon, Chase, Microsoft, MSNBC, NFL, Pfizer, and Zappos. For more, visit


Denise Lam
Thomson Reuters

Kenneth Hein
Code and Theory