FutureBrand has been working with computer and electronics retailer Currys PC World on a total refresh of its brand and identity for the past 18 months, creating a “bright and optimistic” new visual identity.
The new designs used instore and online look to reflect the stores’ core values: modern, stunning, witty, a “smart cookie” and “infectiously passionate” about helping people to use and enjoy technology, according to the agency.
The FutureBrand and Currys PC World teams worked in close collaboration and approached the rebrand from the unusual stance of focusing on raining, tools and education. Aside from this, though, the new designs look to align the brand in terms of its visual assets, too.
“Currys PC World had accumulated several different legacy assets which had led to inconsistent use of colours and visual language across different stores,” Katie Revell, account director at FutureBrand says. “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.”
The Currys PC World globe logo will remain, and this was used as inspiration for the rest of the designs, which FutureBrand bills as a new “bright world”: a bold visual identity based on colourful circles that expresses “a sense of openness, optimism and excitement about life and technology”.
The circular themes are used across all assets, which include a new series of icons, animation guidelines, photography, videography and the website. FutureBrand also worked with Colophon Foundry to create a unique bespoke typeface, Currys Sans.
FutureBrand created an online ‘Brand Hub’ to host all brand principles, assets and guidance in one place. “Not only does this ensure everyone has the latest and most up-to-date information, but it’s also a living site, updated and strengthened with each new challenge as the new branding is rolled out,” says FutureBrand.
The new colour palette centres on purple alongside a complementary palette of pink, yellow, green and purple. A vivid magenta has been introduced into advertising and marketing communications.