Snapshots, July 2017

A mid-summer’s quick look at several brands that have been unveiled over the past few months.

WSP Global Inc., a Montreal, Quebec-based engineering company, rebranded in May. WSP describes itself as “one of the world’s leading professional services firms”, and has approximately 36,000 employees in over 40 countries.
wsp.com

Alectra is the name for the merged utility serving the area around Toronto, Ontario, from Hamilton, St. Catherines and Mississauga to Barrie, north of Toronto. With nearly one million customers, Alectra claims it is the second largest electrical utility in North America, after the Los Angeles Department of Water and Power. Its head office is located in Mississauga.
alectrautilities.com

With more than 50 million customers around the world, Altice unveiled its new brand identity in May. Founded in 2001, Altice describes itself as “a convergent global leader in telecom, content, media, entertainment and advertising.” Based in the Netherlands, Altice operates in 10 countries, including the United Stated, the Netherlands, Portugal and France.
altice.net

Airbus Safran Launchers, the Airbus and Safran joint venture, unveiled its new name and brand identity, Ariane, this past May. Based in Paris, France, the lead contractor for Europe’s Ariane 5 and Ariane 6 rocket launchers, has about 9,000 employees in France and Germany.
ariane.group
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Based in Melbourne, Australia, BHP recently rebranded, dropping Billiton from its brand identity. Describing itself as one of “the world’s top producers of major commodities including iron ore, metallurgical coal, copper and uranium, (with) substantial interests in oil, gas and energy coal”, it has its major operations in Australia and the Americas. It is interesting to note, that while its logo is now just “BHP” as is the copyright notice on its website, it still refers to itself online and elsewhere as BHP Billiton.
bhp.com

Callcredit launched its new brand identity this month. This UK credit information company has over 1,300 employees in its offices in the UK, as well as in Spain, U.S., Japan, China, Dubai and Lithuania. Callcredit’s head office is in Leeds, England.
callcredit.co.uk

MassMutual launched its new brand identity this month. Based in Springfield, Massachusetts, this mutual life insurance company states it has $560 billion (US) in life insurance protection in force with 9,500 insurance advisors. MassMutual not only offers life insurance, it claims to also offer a wide range of financial products and services, including disability income insurance, long term care insurance, annuities, retirement plans and other employee benefits.
massmutual.com

Andeavor was unveiled as the new name for Tesoro Corporation and Tesoro Logistics. The new name is to take effect on August 1. The company is an independent refiner and marketer of petroleum products and has indicated it does not intend to introduce Andeavor as a retail brand. It currently operates over 2,500 retail stations under the ARCO®, Shell®, Exxon®, Mobil®, USA Gasoline™, Rebel™ and Tesoro® brands. Tesoro (Andeavor) is headquartered in San Antonio, Texas and has over 6,000 employees.
andeavor.com