FutureBrand has accomplished a model refresh for Currys PC World. The work has been created over the past 18 months in collaboration between the FutureBrand and Currys PC World groups and offers the model a brand new vivid and optimistic visible id which can be rolled out each on-line and instore. Every precept developed by FutureBrand was stress-tested by the interior Currys PC World crew on present reside examples to make sure it might work throughout the total spectrum of omni-channel touch-points.
“Currys PC World had accrued quite a few completely different legacy belongings which had led to inconsistent use of colors and visible language throughout completely different shops,” commented Katie Revell, Account Director at FutureBrand. “Our problem was to maneuver Currys PC World away from its present belongings to a brand new visible id which can persistently talk the model’s distinctive persona and client provide throughout all bodily and digital touch-points.”
FutureBrand took inspiration from the long-lasting globe within the Currys PC World brand (which isn’t altering) to develop a brand new ‘vivid world’ for the model: a daring visible id based mostly on colourful spheres and circles that expresses a way of openness, optimism and pleasure about life and expertise. The round thread runs by way of all the belongings, together with new iconography, animation pointers, pictures, videography, web site and a brand new bespoke typeface, Currys Sans, which has been created particularly for the model by way of a collaboration with Colophon Foundry.
On the core of the id is a brand new robust and highly effective purple whereas a complementary palette of pink, yellow, inexperienced and purple brings the ‘vivid world’ to life. FutureBrand has additionally launched a vivid magenta into promoting and advertising and marketing communications, which is used to focus on the methods Currys PC World stands out from its opponents.
“The designs we have created give Currys PC World a transparent and distinctive visible id throughout the market,” stated Adam Savage, Design Director at FutureBrand. “For instance, even when provider pictures is utilized in communications, it’s elevated and made ownable to the model in the way it interacts with the colorful round designs and animations within the visible id.”
FutureBrand has additionally created a web based steering software often known as the Model Hub, offering all model rules, belongings and steering in a single place. Not solely does this guarantee everybody has the most recent and most recent info, however it’s additionally a dwelling web site, up to date and strengthened with every new problem as the brand new branding is rolled out.