Currys PC World
We build retail brands designed to transform markets.
Unique. Innovative. Creative.
The creation of a brand identity and POS communi-
cations for the No.1 electronics homewares and
technology retailer in the United Kingdom.
Currys PC World: Merging the brand identities of two electrical technology store retail brands.
The new identity needed to widen consumer appeal, differentiate the combined offering of the two businesses from the competition and carry across all communications through the line.
Multiple store locations, United Kingdom.
Design-driven innovation
The Currys brand identity had been reviewed around 18 months prior to our appointment and rolled out across new store fascia, advertising, online and POS. However, several factors led Currys’ management to reconsider their brand identity once more. The existing Currys logo faced criticism internally for a number of reasons:
- It lacked visibility and impact on store fascia.
- The colours were inconsistent across different printing processes.
- The red and blue tones were too close, causing the logo to appear "flared" and difficult to read.
- The colour palette didn’t evoke associations with technology.
- The logo lacked personality.
- The Currys and PC World logos did not integrate well in the new dual-brand store format.
What the client wanted:
- A refreshed brand identity that broadens appeal to target audiences while retaining value-focused messaging.
- A modern identity that highlights their strengths as a multi-channel technology retailer.
- A brand that stands out from competitors and is prominent across all store locations.
- A simple, versatile identity that aligns with Currys’ brand values and can be applied consistently across all forms of communication.
- An identity that complements the existing (or updated) PC World logo in the dual-brand store environment.
Merging two businesses into one
To signal change and innovation at Currys and PC World, our creative team was tasked with merging two corporate identities into one. We refined the typography of the previous brands and introduced the planet icon, symbolizing the unification of the two businesses while giving the new brand identity a sense of personality and technological focus. After reviewing the existing colour schemes, we recommended a refreshed palette with a modern, contemporary appeal. The new brand was embraced by management and subsequently rolled out across all stores and media advertising.
Overall, Currys PC World’s brand identity is defined by its focus on technology and innovation, customer-centric approach, broad product range, and commitment to value and accessibility. The brand presents itself as a modern, dynamic, and reliable retailer in the electronics and appliances market.
In today’s crowded media landscape, electrical retailers need consistency and a customer-centric approach to build brand presence. Clear, straightforward messaging that reflects an active ‘doing philosophy’ helps customers receive the right service. The tone should be positive and enthusiastic, with transparent pricing and a focus on simplifying the customer experience. We believe the shopping journey should inspire excitement about technology, combining creativity with the right solutions to deliver the right message.
