Best electrical retail brand identity and integrated in-store marketing strategy.

The Currys brand identity had been reviewed around 18 months prior to our appointment and rolled out across new store fascias, advertising, online and POS. There were a number of factors that led Currys management to review their brand Identity again. The Currys logo was not well liked within the business because:- It lacked standout on store fascia. The colours didn’t remain true through different printing processes. The slogan-row red was difficult to see as it is tonally close to the slogan-row blue – the logo ‘flares’. The colours are not associated with technology. It doesn’t really convey any personality. The new 2 in 1 stores the Currys and PC World logos do not sit well together.

The logo and the store design needed to widen consumer appeal but also differentiate the combined offering from the competition. The identity needed to be simple, carry across all communications through the line and work for all consumer touch points. The roll-out plan was such that the store portfolio would comprise mainly of 2in1 stores.

What the client wanted from its brand consultant and marketing services agency.
A new brand identity that widens the appeal to target audiences without losing our value credentials.
To create a modern identity which plays to strengths as a multi-channel technology retailer.
An identity that differentiates us from our competition and stands out in all store locations.
A simple brand identity that is carried across all communications through the line and is aligned with our brand values and our core purpose.

An identity that can work with the existing (or an updated) PC World logo in a 2 in 1 environment.