Currys PC World Technology Stores UK
Technology Stores
The leading technology-electronics-homewares retailer in the UK and the creation of a brand identity and POS communications.
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 fascias, advertising, online and POS.
There were several factors that led Currys management to review their brand identity again. The Currys logo was not well-liked in the business because: It lacked standout on store fascia.
The colours didn’t remain true through different printing processes.
The red was difficult to see as it was tonally close to the blue–the logo ‘flares’.
The colours are not associated with technology.
It doesn’t really convey any personality.
The new 2 in 1 store, the Currys and PC World logos, do not sit well together.
What the client wanted
A new brand identity that widens the appeal to target audiences without losing our value credentials.
To create a modern identity that 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 can be applied to all communications through the line and is aligned to 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.
What electrical retailers need is consistency and a customer-oriented approach to establish a presence in a busy media environment. Calming, matter-of-fact messages showing an active ‘doing philosophy’ to help customers get the right service. Positive and enthusiastic in tone, clear with pricing, less ‘service talk’ and more ‘making life easier’ and getting things fixed. We believe that the shopping experience must be appreciated by being deserved, capturing the excitement of technology through creativity but with the right solution for the right message.
