Currys welcome customers into ‘bright world’ with new logo and identity

Global branding agency FutureBrand worked with UK omnichannel retailer of technology products and service Dixons Carphone to deliver a fresh new logo and visual identity for its new Currys brand. The work aligns with the strategic decision to merge Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone into a single, instantly recognisable masterbrand.

Despite being an established British brand, Currys PC World found 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.

“Currys has accumulated a number of different legacies through the merging of the four established brands which could have led to inconsistent use of logos and consumer confusion in stores as well as online. Our challenge was to embody all four brands through one logo and brand identity, whilst consistently communicating Currys’ unique personality,” says Adam Savage, design director at FutureBrand.

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. It created an identity which reflects the new brand vision and aims to capture the characteristics of the brand: modern, infectiously passionate, ‘smart cookie’ and witty. The new bright logo and brand world seek to reflect Currys’ passion for helping everyone enjoy technology, while seamlessly linking the four brands together for the first time.

At the heart of the brand world is a circular logo, echoing the globe in the  Currys PC World brandmark. The circular thread, present across Currys’ ‘bright new world’ identity, was chosen to represent all the shapes and forms of the technological world. The purple of Curry’s PC was retained, but complemented by a soft palette of pastel colours to bring the ‘bright world’ to life. 

“We wanted to take forward the elements of our brands that work and leave behind those that don’t.  The new identity is uplifting, fresh, and empowering and we’re really looking forward to seeing it come to life across all touchpoints, for customers and for colleagues when we launch our new Currys brand in October,” says Corin Mills, head of brand, comms and planning at Dixons Carphone.