The Branding Begins 

In 2008, the Toronto and Winnipeg offices of the publishing firm We Communications Inc. decided it was time to make a change and become two separate companies. The Winnipeg firm kept the original name and the newly separated Toronto firm began the process of choosing a name and brand for this new publishing, design, and marketing communications enterprise. 

The Pale Blue Dot 

During one of our branding meetings, Todd mentioned that his longtime hero was Carl Sagan and that his speech “Pale Blue Dot” had a profound influence on him all his life. He suggested that we form our new corporate identity around this concept. We loved the idea and set about to bring it to life. (See Carl Sagan’s “Pale Blue Dot” on the last page.

Nerd Backstory 

The word “Actual” is the call sign used by a military commander or leader during radio chatter to indicate that you have reached the acting commander. A call would come through and the commander would respond by saying either “Go for Actual” or “This is Actual.” 

More specifically, and nerdy, we took the term “Actual” in reference to Commander Adama (played by Edward James Olmos) from the television series Battlestar Galactica (BSG) which we were all obsessed with at the time because the show is awesome and badass, just like us. (I’m still obsessed with the series and call dibs on being Starbuck!) 

So the name “Actual Media” is a play on words with a nerdy origin.