Currys’ new name change is bold and fun (but is it enough?)
British tech retailer Currys PC World has been going through an identity crisis in recent times. Comprised of four brands, the portfolio seemed a bit confusing. But a new name change has come to keep things simple – while also injecting some much-needed fun into the new “master brand”.
So, Currys PC World (which also includes Carphone Warehouse and Team Knowhow) is now simply Currys – and it has a new logo and brand identity. While this isn’t one of the best logos ever, it’s definitely a step in the right direction for a brand that was starting to look a bit lackluster.
With the PC World suffix, Gone is the overly decorative thing of the lens-flare planet. Instead, we have a clean, purple circle, with a slightly adapted version of the original font. These subtle grooves in the text immediately add a hint of cartoonish character (brand agency FutureBrand wanted to give the brand the feeling of being a “smart cookie”).
Elsewhere, the new identity is filled with pastel colors, designed to represent a “bright and optimistic new world”, and, inspired by the new logo, numerous circular images “reflect the organic lines of modern technology”. If you think graphic design relies too much on circles right now, you might want to look away.
Overall, we would say the name change is a success. Consolidating brands is a smart move, and the new look is much simpler and clearer. And it’s definitely more fun – we’re big fans of those pastel colors and the subtle injection of character into the logo.
That said, when it comes to fun brand changes, we’ve been in for a treat lately. The best of the bunch is still the scorching Burger King name change from the start of this year, and while Currys is certainly an improvement, we can’t help but wish it was a little bolder and more brilliant. If you’re inspired to get started on a branding venture, check out today’s best Adobe Creative Cloud deals below.