FutureBrand has completed a brand refresh for Currys PC World. The work has been created over the last 18 months in collaboration between the FutureBrand and Currys PC World teams and gives the brand a new bright and optimistic visual identity which will be rolled out both online and instore. Each principle developed by FutureBrand was stress-tested by the internal Currys PC World team on existing live examples to ensure it would work across the full spectrum of omni-channel touch-points.
"Currys PC World had accumulated a number of different legacy assets which had led to inconsistent use of colours and visual language across different stores," commented Katie Revell, Account Director at FutureBrand. "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."
FutureBrand took inspiration from the iconic globe in the Currys PC World logo (which is not changing) to develop a new 'bright world' for the brand: a bold visual identity based on colorful spheres and circles that expresses a sense of openness, optimism and excitement about life and technology. The circular thread runs through all of the assets, including new iconography, animation guidelines, photography, videography, website and a new bespoke typeface, Currys Sans, which has been created especially for the brand via a collaboration with Colophon Foundry.
At the core of the identity is a new strong and powerful purple while a complementary palette of pink, yellow, green and purple brings the 'bright world' to life. FutureBrand has also introduced a vivid magenta into advertising and marketing communications, which is used to highlight the ways Currys PC World stands out from its competitors.
"The designs we've created give Currys PC World a clear and distinctive visual identity within the market," said Adam Savage, Design Director at FutureBrand. "For example, even when supplier photography is used in communications, it is elevated and made ownable to the brand in how it interacts with the colourful circular designs and animations in the visual identity."
FutureBrand has also created an online guidance tool known as the Brand Hub, providing 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.