The Freeman Co. (TFC) of Dallas relaunched as a new parent company under the TFC name for its live-experience brands—3D Exhibits, Alford Media, BaAM, Color Gamut, Freeman AV Production, Freeman Events & Exhibit Services, mdg, Sparks, and Studio Blue. The company also reimagined and modernized its logo, the company says. TFC enables organizations to design and deliver complex, high-stakes live events with one integrated partner, or with one or more of the company’s specialized brands.
“Live experiences build trust in a way that you simply cannot automate,” says Janet Dell, CEO of TFC, in a prepared statement. “You can’t fake the energy of a room or the emotion of a shared moment, and when something happens live there is no rewind. TFC brings together the world’s most innovative live-experience specialists, so clients have a partner that can anticipate change, manage risk, and deliver when there is no margin for error.”
Under the TFC umbrella, each brand remains a leader in its category.
- 3D Exhibits designs, builds, and manages custom exhibit programs.
- Alford Media delivers high-touch audio, video, and lighting for complex shows.
- BaAM transforms spaces into fan-fueled places for major sports and entertainment events.
- Color Gamut produces high-volume event graphics at speed and scale.
- Freeman orchestrates large-scale trade shows, conventions, and conferences through our two operating entities, Freeman AV Production and Freeman Events & Exhibit Services.
- mdg drives attendance and participation for large‑scale events through strategic marketing.
- Sparks creates global brand experiences, activations, and exhibits.
- Studio Blue produces high-stakes general sessions, summits, and broadcast-ready environments.
Together, these brands bring 98-plus years of earned experience to some of the world’s most watched and most consequential events.
“Across our brands, we see event organizers, brands, and leagues carrying enormous responsibility,” Dell adds. “TFC gives them a single, trusted partner with the breadth to handle complexity and the depth to execute flawlessly, while keeping the specialist teams they know and rely on at the center of the work.”
To support the launch, TFC is unveiling a new logo and visual identity that signal the company’s future while honoring its heritage. The refreshed design builds on Freeman’s signature blue color palette—now brighter and more dynamic to reflect today’s digital-first world. Clean lines, modern typography, and flexible digital applications bring a contemporary look and feel across screens, signage, and live experiences.
“Our new look reflects both where we’ve come from and where we’re going,” says Mickey Wilson, chief marketing officer of TFC. “For almost a century, blue has symbolized trust at the heart of our brand—we’ve simply energized it for the digital age. The brighter palette, modern typography, and clean design express the innovation and clarity our clients expect from us today. It’s a visual identity built to live beautifully across screens, stages, and experiences, while staying true to the spirit that has always defined us.”
