FutureBrand’s ‘bright and optimistic’ rebranding to Currys marks new chapter for retailer
The move comes as Currys PC World “struggled to articulate its philosophy clearly in a context of technology providers who favor function over pleasure,” as the London agency puts it. And the decision to merge the four brands under one “main brand” underscored the need to “signify change while capitalizing on existing brand stocks within the portfolio.”
It was up to FutureBrand to create a new brand identity and logo for Currys that stood out from the tech space cluttered with ‘minimalist visual language’. Working closely with the Dixons Carphone team over a two-year period, FutureBrand has created a ‘bright and upbeat’ identity that reflects the new brand vision and captures the characteristics of the brand: ‘modern, amazing, passionate, intelligent and witty ”.
At its heart is a circular logo, echoing the memorable Currys PC World brand globe. Present in the identity of the “new shining world” of Currys, this circular thread is representative of “all shapes and forms of the technological world and echoes the openness and optimism that underlie the Currys brand”, Futurebrand adds. There is also a strong and powerful purple, now complemented by a palette of soft pastel colors to bring to life the “luminous world”.
Deployed in digital and physical spaces, from websites and storefronts to uniforms and staff vehicles, the transition from Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone to Currys begins now and will be completed by October.
“Currys has amassed a number of different legacies through the merger of the four established brands, which could have resulted in inconsistent use of logos and consumer confusion in stores as well as online,” says Adam Savage of FutureBrand . “Our challenge was to embody the four brands through a logo and brand identity, while consistently communicating the unique personality of Currys. With a new, customizable visual identity, Currys is able to inject bright and colorful new energy into the consumer tech industry. “