Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Identity for TransUnion by Avenue
 

before

after

Reviewed Jan. 8, 2015 by Armin

Industry / Finance Tags /

Established in 1968, TransUnion is a credit bureau, providing consumer credit score information to approximately 45,000 businesses and 500 million consumers worldwide, making it one of the largest consumer reporting agencies in the U.S., along with Equifax and Experian. In their words, though, they are more than just a credit bureau, they are “[An] information company. And we’re a force for good,” helping “uncover unique stories, trends and insights behind each data point, using historical information as well as alternative data sources”. At the end of the day, they provide what you want to know: Have I paid my bills in good enough fashion to get this new car/home/flat-screen-tv? This week, TransUnion introduced a new identity designed by Chicago, IL-based Avenue.

TransUnion wanted to emphasize this friendliness and put its biggest asset front and center: its people.

We chose a bright, bold palette, minimalist design and friendly language to help communicate the values of the company. The identity is welcoming and approachable — just like TransUnion. The stamp at the end of the identity capitalizes on the company’s informal name, TU. It serves as a seal of quality that will grow in authority and value with every positive experience customers and associates have with TransUnion. And we revamped the language, cutting the jargon and letting the brand’s personality shine through.

Avenue Behance project page

New Logo and Identity for TransUnion by Avenue
Logo detail.

The old logo was relatively crazy and New-Wave-like for a credit bureau headquartered in the Midwest. Nonetheless, it wasn’t great and the double-“T” monogram kinda forgot about the “U” in its name. The new logo addresses this squarely (or, circle-y) with the new “tu” monogram that looks half @ symbol and half giant registered mark; its execution is a little wonky and odd — if you’ve ever tried to turn a letter into an @ symbol you know how weird it is to make that first curve. In this case, starting the circle out of the tail of the “u” would have probably been more comfortable. The monogram is paired with a wordmark typeset in Intro, becoming a little repetitive: there isn’t that big a difference in style between the wordmark and the monogram, and it basically reads “TransUnion TransUnion”. The new logo certainly delivers on the friendliness promise of the quote above, but perhaps succeeds too much in what feels like an overly friendly, standalone logo.

New identity overview.
New Logo and Identity for TransUnion by Avenue
Icons, animated.
New Logo and Identity for TransUnion by Avenue
Icon set.
New Logo and Identity for TransUnion by Avenue
Various materials.
New Logo and Identity for TransUnion by Avenue
Posters.
New Logo and Identity for TransUnion by Avenue
New Logo and Identity for TransUnion by Avenue
Brand brochure.

The rest of the identity, however, benefits quite well from the amiable approach, making TransUnion feel less like a bank and more like a fun, approachable retail operation that will always provide good news on your credit score. The snowflake-like use of the monogram almost makes it look like coins, raining positive finances on your future. While I’m not a huge fan of the pronounced half serifs of Intro, I realize I may be on my own in not fully liking all the applications but I definitely acknowledge it all works well, particularly when bold, all caps are mixed in. Overall, a good evolution that no doubt turns TransUnion into a consumer-friendly business.

Thanks to Josh Kasten for the tip.

Your opinion…

On Wordmark


Total

On Monogram


Total

On Application


Total
See what else happened on Brand New each year since publication began in 2006

Comments


Share ›

Spotted Around the web

New Logo for Jobillico

New Logo for Jobillico
 
Spotted Jan. 28, 2020

Pinned Recent, Big Stories


Curated BIRD WATCHING