Trans Union Corporation, the Chicago-based credit reporting and information services company now known as TransUnion, introduced its first corporate mark in 1969. That mark was designed by Italian graphic designer Heinz Waibl while he worked at Unimark International in Chicago, a leading corporate identity firm of the era.[1]
Design and History
TransUnion was created in 1968 as a holding company for the Union Tank Car Company, a railcar leasing operation. In 1969, the company acquired the Credit Bureau of Cook County, entering the credit reporting business.[2]
That same year, Waibl designed a mark for Transunion Corporation while employed at Unimark International.[1] Waibl had joined Unimark in Chicago in 1967, working alongside Massimo Vignelli on projects for clients including J.C. Penney, Levi’s and TransUnion.[3] A 1991 monograph of Waibl’s work, “Progettando 1950-1990,” documents his design of marks and logotypes for Transunion Corporation among other major American clients.[4]
The company’s use of the Trans Union name and logo dates to the early 1970s, as documented in federal trademark litigation.[5] Trademark records show the “TU” mark was first used in commerce on May 31, 1969, and registered to Trans Union Corporation.[6]
In January 2015, TransUnion unveiled a new brand identity platform and logo, reflecting the company’s evolution beyond consumer credit data reporting into a broader information solutions provider. The new branding was developed by Avenue, a Chicago agency.[7][8]
Meaning and Symbolism
The 2015 identity introduced a monogram combining the letters “TU” in the upper right corner of the wordmark. The monogram was designed to serve as a standalone symbol for the brand.[9] The company described the new brand as reflecting its broader purpose of helping customers “unleash the power of information,” a platform it called “Information for Good.”[7]
Typography and Design
The 2015 TransUnion wordmark is set in the Intro typeface, with the “TU” monogram rendered in an italicized version of the same typeface.[9] Avenue’s work for TransUnion also included brand guidelines, an iconography system and a custom font.[8]
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