Currys PC World Enters a ‘Bright World’ with New Brand Identity
Currys PC World, the UK’s largest electrical retailer, has unveiled a new brand identity, titled ‘Bright World’. The modern new identity brings to life the brand’s character and vision to life – ‘helping everyone to enjoy amazing technology’.
The new identity creates a platform for marketing, digital and retail channels to showcase technology and Currys PC World’s expertise. The brand system (typography, colour palette, imagery, and icons) that has been created, is digital by nature, brings personality to all comms and features the latest branding approaches including a new sonic identity - a brighter unique sound associated with the brand, which incorporates the new circular assets.
‘Bright World’ has been developed by global brand transformation company, FutureBrand, who took inspiration from the iconic globe in the Currys PC World logo (which is not changing) to develop a new ‘bright world’ for the brand: a bold visual identity based on colourful spheres and circles that expresses a sense of openness, optimism and excitement about life and technology. The circular thread runs through all assets, including new iconography, animation guidelines, photography, videography, website and a new bespoke typeface, Currys Sans, which has been created especially for the brand via a collaboration with Colophon Foundry.
At the core of the identity is a new strong and powerful colour palette bringing freshness and impact. The key colour purple has been refreshed while a complementary palette of pink, yellow, and green brings the ‘bright world’ to life.
The new identity has been used in advertising for the first time to showcase the brand’s new innovative personal shopping tool, ShopLive, which connects customers with its in-store Tech Experts via live video call. Customers browsing online at Currys.co.uk will be invited to chat to in-store colleagues around the country from their homes via a pop-up ShopLive video link on selected webpages, giving them the one-to-one experience with an expert online as well as in-store.
While as part of the brand overhaul, over the last year Currys PC World has been refreshing its store environments, creating more personalised, relevant experiences for customers in a new more impactful way.
Corin Mills, head of brand, comms & media at Currys PC World, said: “This new identity is about bringing a freshness and modernity to our brand. We wanted to take forward the elements of our brand that work but most importantly completely refresh and leave behind those that don’t.
“It’s been nice to do this in a collaborative innovative way empowering teams to create rather than dictate and I have been impressed by both the business and our partners ability to embrace it. We’re really looking forward to rolling out our ‘Bright World’ as we continue to fulfil our vision - to help everyone enjoy amazing technology.”
Katie Revell, account director at FutureBrand commented: “Our challenge was to move Currys PC World away from its existing assets to a new visual identity which will consistently communicate the brand’s unique personality and consumer offer across all physical and digital touch-points.
"What we have collaboratively designed with Currys PC World gives them a clear and distinctive visual identity within the market.”
Brand agency providing brand system and strategy: FutureBrand
Sonic branding – Created mnemonic and cohesive brand music for all touchpoints: Oberlisk
Font – Created new bespoke font: Colophon
Advertising: AMV BBDO
Creative Production: ITG
Currys PC World brand team
Director of Customer Brand and Comms: Dan Rubel
Head of Brand, Comms and Media: Corin Mills
Senior Brand and Strategy Manager: Frances Sue
Senior Brand and Strategy Manager: Aisling Lancaster
Senior Brand Manager: Gemma Balm
Brand and Advertising manager: Ciaran Conway
Brand Executive: Sophie Mullen
Category: Retail Stores , Retail and Restaurants