We are thrilled to see Currys' new masterbrand identity launch across advertising this week, following the release of the first advert showcasing the merge of Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone.
FutureBrand partnered with Currys to deliver a new logo and visual identity for its new masterbrand, as it welcomes customers into a bright new future. The work aligns with the strategic decision to merge the four individual brands into a single, instantly recognisable masterbrand.
Although an established British brand, Currys PC World found that it was struggling to clearly articulate its ethos against a backdrop of technology providers who prioritised function over fun. Simultaneously, the decision to merge the four brands under a single masterbrand highlighted the need to signify change whilst still capitalising on existing brand equities within the portfolio.
FutureBrand was tasked with creating a new brand identity and logo for Currys that stood out from the crowded tech space of minimalist visual language. Working closely with the team over a two-year period, FutureBrand created an identity that reflects the new brand vision and captures the characteristics of the brand: modern, stunning, infectiously passionate, smart cookie and witty. The new bright and optimistic logo and brand world reflect Currys’ passion for helping everyone enjoy amazing technology, whilst seamlessly linking the four brands together for the first time.
At the heart of the brand world is a circular logo, echoing the memorable globe in the Currys PC World brandmark. Present across Currys’ ‘bright new world’ identity, this circular thread is representative of all the shapes and forms of the technological world and echoes the openness and optimism which underpins the Currys’ brand. Also retained at the core of the identity is Currys PC World’s strong and powerful purple, now complemented by a soft palette of pastel colours to bring the ‘bright world’ to life.
The transition from Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone to Currys was completed this month.