Totem, formerly known as Redwood Communications, celebrated its new name and identity recently in Toronto.



At the launch, president and CEO Eric Schneider said the company renamed simply because it had to. Redwood was purchased by Transcontinental in the fall of 2008 and as part of the deal it had 18 months to change the name, because former owner Omnicom still had rights to it.

The renaming process gave the company an opportunity to think about what the company had become, said Schneider and pick a name that represented its growth. “It gave us the unbelievable opportunity to contemporize the business,” he said. “It has allowed us to create brand revenue and opportunities for the future. We are no longer just creating publications, but brand stories.”

Totem will remain at its downtown Toronto location, said Schneider. The company creates custom publications and websites for clients including Procter & Gamble, The Home Depot and CAA.

For more on the design behind the new Totem logo, visit our sister site Designedgecanada.com.