TransUnion is a global information and insights company headquartered in Chicago, best known for its heritage as one of the Big Three credit reporting agencies. The company’s current visual identity dates to January 2015, when it unveiled a new brand platform and logo to reflect its evolution beyond consumer credit data into a broader information solutions provider.
Design and History
On January 6, 2015, TransUnion announced a new brand identity platform and logo, reflecting the company’s focus and capabilities as an information solution provider for consumers and businesses. The rebrand marked the culmination of expansion in which the company moved beyond its traditional consumer credit data reporting role and began using data and analytics to provide insights to consumers, businesses and new vertical markets. At the time, CEO Jim Peck explained that “the old brand simply didn’t reflect where we were going with the company.” The new brand was tied to the company’s purpose, which it called “Information for Good.” [1]
The 2015 identity was designed by Avenue, a Chicago-based agency. According to Avenue, TransUnion wanted to highlight its friendliness and focus on its greatest asset: its people. [2] The new logo was also installed on the company’s downtown Chicago headquarters building as part of the branding overhaul. [3]
In 2021, TransUnion underwent a brand refresh described as its most significant evolution since the 2015 rebrand. The refresh, handled by Bluegreen Branding, left the logo untouched but updated the color palette and typography, and tightened guidelines on photography, illustration and iconography. [4]
Meaning and Symbolism
The 2015 logo consists of a typographic wordmark with a monogram of the letters “TU” in the upper right corner, which was designed to serve as the brand’s symbol. The monogram was built from the same typeface as the wordmark. [2] The brand platform “Information for Good” was introduced to communicate the company’s broader purpose of helping customers unleash the power of information. [1]
Typography and Design
The 2015 wordmark was set in the typeface Intro, which gave the logo a friendlier and more approachable character. [2] Intro remained TransUnion’s corporate typography in subsequent years, used across campaign and collateral materials for its energetic and bright personality. [5] The brand’s established color palette includes a bright blue, almost turquoise, used on a white background. [6]
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