Corus Entertainment is a Canadian media and content company that has been engaging audiences since 1999. Its current corporate logo, introduced in 2016, is a typographic wordmark created by the Hollywood-based brand consultancy Troika as part of a comprehensive rebrand following the company’s acquisition of Shaw Media. [1] [2]
Design and History
Corus Entertainment debuted on September 1, 1999. [2] The company’s original logo, used from 1999 until 2016, was a colorful, decorative wordmark featuring varied letterforms, gradients and patterns, including a spiral in the “O.” [3]
In 2016, following the completion of its $2.65 billion acquisition of Shaw Media, Corus adopted a new corporate identity designed by Troika. [1] The rebrand included a new Corus logo and a full brand design system covering corporate collateral, marketing, website, signage and environmental applications. [1] The new logo replaced the previous multicolored mark with a bold, simple typographic wordmark. [4]
Troika’s founder and CEO Dan Pappalardo described the rebrand as “a strategic roadmap for the future and the visual personification of the company’s momentum forward,” with brand values like “Be Bold” and “Think Big” reflected in the design and messaging. [1] Susan Schaefer, then Senior Vice President of Brands and Marketing at Corus, said the rebrand “represents the start of a new chapter for us as we bring these two companies together to create a media and content powerhouse.” [1]
Meaning and Symbolism
The current Corus wordmark is set in a simple, modern sans-serif typeface, giving the identity a clean and contemporary appearance. [4] The logo is accompanied by a dot element that serves as a recurring visual motif across applications, appearing in various colors and configurations throughout the brand system. [3]
Troika’s rebrand was underpinned by a brand strategy designed to leverage the strengths of the combined companies under a renewed Corus brand, positioning the company for the future and unifying employees through shared brand values. [1]
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