Currys PC World

Currys PC World

Welcome to a bright new world

Introduction

Currys PC World wanted a new look that would bring to life their new vision and character – modern, stunning, infectiously passionate and witty - while sending a timely and positive boost to customers, colleagues, suppliers and investors.

Challenge

Following commissioned insights to understand how recognisable Currys PC World are versus their competitors, FutureBrand identified opportunities to modernise the flat/functional brand to create ownable assets that would work across all channels. While Currys PC World had a huge legacy of assets and an extremely fast-paced internal studio producing the majority of the work, FutureBrand built an identity that could stretch across the wide range of product categories and divisions within the business, as well and being usable, implementable and replicable from day one.

Solution

FutureBrand knew that the Currys PC World logo is more recognisable than those of competitors, so we’ve retained that and built a strong identity around it to celebrate its iconicity. FutureBrand took inspiration from the iconic globe to develop a new ‘bright world’ for the brand: a bold visual identity based on colourful spheres and circles that expresses a sense of openness, optimism and an 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.

Results

Corin Mills, Head of Brand, Comms & Media at Currys PC World, said:

“This new identity is a much-needed boost for our brand, it’s uplifting, fresh, and empowering. We wanted to take forward the elements of our brand that work and leave behind those that don’t. For example, we know that the Currys PC World logo is more recognisable than those of our competitors, so we’ve retained that and built a strong identity around it to celebrate its iconicity.

We’re really looking forward to rolling out our ’Bright World’ as we continue to fulfil our vision - to help everyone enjoy amazing technology.”