Technicolor

Founded in 1893 in Paris, Technicolor has a rich legacy of innovation in creative services and technology for the media and entertainment industries. In 2022, the company chose to spin off its creative services division, retaining its connected home and supply chain services. To support this strategic shift, Technicolor approached WANT Branding to craft a new brand identity within a tight 45-day timeline, ensuring readiness for an investor conference.

WANT Branding began with discovery interviews and competitive audits to explore the brand’s market opportunities. The positioning idea of “Pushing the Edge” was selected to emphasize the company’s focus on innovation and connectivity. For the brand name, WANT conducted multiple rounds of ideation and legal review, ultimately landing on Vantiva—a name reflecting its connectivity advantage and innovative edge.

A visual identity was developed to complement the name, including a logo that honored Technicolor’s heritage while embracing its bold new direction. A comprehensive style guide covered logo usage, imagery, typography, and more to ensure cohesive deployment. The brand architecture was refined to include a lock-up for “Supply Chain Services,” enhancing market clarity.