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    When we started to learn about the brand, we found that TransUnion's customers chose to work with the company because its people were the most pl… Read More
    When we started to learn about the brand, we found that TransUnion's customers chose to work with the company because its people were the most pleasant to work with. So it made sense to pair a bright, bold palette with friendly design and language to help communicate the values of the company. The identity is welcoming and approachable—just like TransUnion. The stamp at the end capitalizes on the company’s informal name, TU, and serves as a seal of quality TransUnion can use in internal and external communications. We emphasized the end-user in our photography. And we revamped the language, cutting the jargon and letting the brand’s personality shine through. Read Less
    Published:
TransUnion 
Rebrand
 
In our strategic process, TransUnion had come to “see the people behind the numbers,” transforming from a traditional credit bureau into a provider of “Information for good.” Accordingly, we strove for design that reveals the people, the humanity, behind the logo.

As we said on the client’s behalf in the brand guidelines: “Our logo communicates our friendly nature. It’s designed to be minimalist and avoids abstract symbols. Though it’s simple, its curved letters keep us approachable. Our logo reflects who we are–honest, tangible, accessible.” 
 
The human side of this global firm was also emphasized in photography, featuring the end-user, and in the brand voice, which emphasized jargon-free language, all to let the brand’s personality shine through.