Cogeco Inc. is a Canadian communications and media holding company whose corporate logo serves as the master brand for its family of subsidiaries, including Cogeco Connexion and Cogeco Media. The identity has undergone two documented updates since the mid-2010s, each tied to broader corporate rebranding efforts.
Design and History
In January 2016, Cogeco unveiled a unified brand identity covering most of its subsidiaries in Canada, the United States and Western Europe. The announcement accompanied the renaming of Cogeco Cable Inc. to Cogeco Communications Inc. and the creation of new subsidiary names such as Cogeco Connexion and Cogeco Media. The Cogeco Inc. logo remained the master logo for the family of companies, but its symbol was updated with rounded curves that create a more recognizable “C,” described by the company as more modern and friendly. Cogeco’s president and CEO, Louis Audet, characterized the new logo as “an evolution of a symbol that extends back to the roots of our company.”[1]
The 2016 update was executed by Cabana Séguin, the Montréal design firm that originally created Cogeco’s corporate identity in 1987. The firm was credited with the brand refresh that accompanied the new naming structure.[2]
In August 2016, Cogeco Connexion, the Canadian cable operations subsidiary, launched a separate brand identity under the tagline “Switch on Amazing.” This branding introduced a new creative platform with a new colour palette and typography specific to Cogeco, developed to reflect the company’s technology and customer experience focus.[3]
In November 2022, Cogeco unveiled a new brand platform developed by Publicis Montréal. The platform emphasized authenticity and human connection, and the Cogeco chevron, the core element of the logo, was repositioned to serve as a framing device highlighting the human component of the brand, such as a facial expression or emotion. The chevron was also used to draw attention to a price, an object or a key message.[4]
Meaning and Symbolism
The Cogeco symbol is described by the company as featuring rounded curves that form a recognizable “C.” The 2016 update was intended to make the mark more modern and friendly while retaining a meaningful link to the company’s history, as stated by CEO Louis Audet.[1]
The chevron element of the logo was given a functional role in the 2022 brand platform, serving as a visual frame for human expressions, emotions and key messages rather than carrying standalone symbolic meaning.[4]
Typography and Design
The 2016 Cogeco Connexion brand identity introduced a new typography specific to Cogeco, developed as part of the “Switch on Amazing” creative platform. The corporate press release does not identify the typeface by name.[3]
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