TD evolves brand to help Canadians feel confident about their financial futures

Today marks a new chapter for TD with the evolution of the iconic green chair, which for more than 17 years has defined our commitment to comfortable banking. The world is changing and so are customer expectations – and TD's brand needs to evolve to meet these unique needs.

Research during the yearlong re-branding journey revealed that 79 per cent of Canadians don’t feel confident about their financial future. We can change this. As a recognized customer service leader, TD plays a unique role in helping customers feel more confident and financially ready.

That's why we're launching our new brand platform, Ready. "It's about helping our customers be ready for everything that life brings their way," said Theresa McLaughlin, EVP and Chief Marketing Officer. Our new green chair is more modern and confident. It represents TD's commitment to personalized experience and advice. To helping our customers understand their money and be ready for everything life throws their way.

Canadians will see the new brand come to life in a variety of ways including advertising, online properties and social dialogue, community initiatives, and in new products and services. A new tagline “Ready for you” reinforces that TD is ready to offer personal solutions that will help deliver confidence.