Rogers Communications, the Canadian telecommunications and media company, has used a red abstract ring symbol alongside its wordmark since January 2000. The symbol, known internally as the “mobius,” was introduced when the company unveiled a new logo marking the departure of its original design. The current iteration of the mark dates from a 2015 brand refresh.
Design and History
Rogers Communications unveiled its current visual identity in March 2015 as part of a broader rebrand described by chief brand officer Dale Hooper as the company’s most significant in almost 14 years. The refresh was developed over approximately eight months by the Rogers brand team working with Publicis and Lippincott, a U.S. branding firm. The work was part of the “Rogers 3.0” model championed by then-CEO Guy Laurence, who took an active role in the process. The new identity was designed to convey that the company cares about its customers, moving away from what Hooper described as a potentially promotional or aggressive advertising voice toward a more conversational, customer-benefit-led style. [1]
The 2015 refresh refined, rather than replaced, the existing logo. The mobius symbol, which had accompanied the Rogers nameplate since 2000, was tweaked to feel more contemporary, and the wordmark was set in a lighter-weighted, thinner font. The mobius was also made narrower. [1] [2]
The red that figures prominently in the brand was also adjusted in 2015 to match that of the Canadian flag, specified as Pantone 485 C. Secondary colours of aqua and yellow were added to the palette at the same time. [1]
In late 2024, Rogers began applying the “Rogers Xfinity” brand to its broadband and video products, replacing the former “Ignite” brand. This change applied to product names, hardware and apps, such as the Ignite TV app becoming the Rogers Xfinity Stream app, rather than to the corporate Rogers Communications logo itself. [3] [4]
Meaning and Symbolism
The mobius symbol is a ring-like form composed of curved segments that resembles a Möbius strip, a topological object consisting of a single closed curve. The name “mobius” is used internally at Rogers to refer to the logo mark. [1] The symbol has been described as representing the twisted cables used in utility networks, reflecting the company’s communications business. [5]
Typography and Design
In the 2015 refresh, the Rogers wordmark was set in a lighter-weighted, thinner font than the previous version. The mobius symbol was narrowed and adjusted to feel more contemporary. [1] [2]
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