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What does Currys new logo mean?

Currys recently unveiled a new logo as part of a rebranding effort. This change has left many customers wondering what the new logo means and what it says about the company’s future direction. In this article, we’ll explore the history behind the Currys brand, analyze the new logo design, and discuss what it might signify about Currys’ goals moving forward.

What was Currys’ old logo?

Since 1984, Currys has used a slanted red rectangle as its logo. The name “Currys” appeared in a simple white sans serif font inside the rectangle. This logo was present on Currys retail stores, delivery vans, website, advertising, and all other brand communications.

The red rectangle symbolized the company’s expertise in the red category of electrical home appliances and electronics. The bold slant conveyed a sense of forward motion and progress. This classic logo was strongly associated with Currys for over 35 years.

When did Currys change to the new logo?

Currys unveiled its new logo in September 2022. This updated branding is already rolling out across Currys PC World stores, delivery vans, website, and marketing materials. The goal is to fully transition to the new look over the next year.

This logo change comes on the heels of Currys’ merge with Dixons in 2014. The combined company announced intentions to unite their retail brands under one cohesive identity. After 8 years as Dixons Carphone, the company decided to emphasize the better-known Currys name. The logo redesign is part of establishing a single brand and vision.

What does the new Currys logo look like?

The new Currys logo features the company name in a sleek, sans serif, all-lowercase font. The letters have been spaced out and “currys” now appears in a vibrant gradation shifting from a neon peach to bright cyan blue.

A simple, capital “C” icon now sits in front of the wordmark. This new icon resembles a plug and electrical outlet. It’s rendered in a warm peach hue that draws the eye while contrasting nicely with the colorful letters.

What is the meaning behind the new logo?

According to Currys, the refresh is meant to portray their evolution as a leading technology provider. The iconic slanted rectangle is gone to reflect their expansion beyond just selling red electronics and appliances. Let’s break down the possible meaning behind key elements of the redesign:

  • Lowercase letters – Approachability, informality, modernity
  • Vibrant gradient – Energy, fun, enthusiasm
  • Flexible wordmark – Adaptability, diversity of products
  • Spaced out letters – Openness, breadth of selection
  • C icon – Simplicity, connection, support
  • Peach and cyan gradient – Warmth, reassurance paired with cool innovation

Together, these components seem to signal that Currys aims to be relatable, lively experts who can fulfill all your technology needs. The message is about building connections through an exciting but accessible brand experience.

How does the new logo diverge from the old look?

In transitioning from the red rectangle to the new icon and wordmark, Currys has embraced some key changes:

Old Logo New Logo
Static Dynamic
2D 3D
Analog Digital
Serious Friendly
Matter-of-fact Passionate
Traditional Progressive

The old logo was a classic, no-frills icon that conveyed heritage and authority. The new branding aims to express approachability, energy, and innovation. This reflects Currys’ expansion into new product categories, services, and partnerships as a modern omnichannel retailer.

How do customers feel about the new Currys logo?

Initial customer feedback on the updated logo has been mixed. On social media and community forums, some customers have praised the modern, lively aesthetic. Others feel the old logo was iconic and lament the loss of a beloved brand symbol.

Positive reactions include:

  • “Love the new vibrant logo! Really fun and energetic.”
  • “The logo redesign looks very contemporary and sleek.”
  • “I like that you can see they sell more than red electronics now.”

Critical perspectives include:

  • “Kind of sad to lose such a classic, recognizable logo.”
  • “The new icon looks so generic. Nothing special.”
  • “Why does every company have to use lowercase letters now?”

This range of opinions is to be expected with a significant branding transition. As customers become familiar with the new look, their perceptions may shift over time. Consistency in providing quality products and services will help reinforce Currys’ brand values beyond any single logo design.

Will the Currys rebrand achieve its goals?

The success of a rebranding effort takes time to measure. In the short term, Currys aims to roll out the new visual identity smoothly across its stores, website, packaging, uniforms, and marketing. The more visibility for the new logo, the quicker customers will associate it with the Currys brand.

In the long run, the updated branding seeks to accomplish a few key objectives:

  1. Present a unified brand after acquiring and merging with Dixons.
  2. Attract new demographics of customers beyond those just needing appliances.
  3. Reinforce expertise across evolving product categories like smart tech and mobile devices.
  4. Build an approachable, energetic brand personality that resonates with modern consumers.

By sticking to these goals and monitoring branding metrics like awareness, perception, and loyalty, Currys can determine if their new logo and visual identity achieves the desired impact.

How could Currys have executed the rebranding differently?

Currys took a reasonable approach to updating its aged brand identity. However, some marketing experts critique certain aspects of the rebranding strategy. Suggestions for improvement include:

  • Gradually introduce the new logo rather than an overnight switch.
  • Emphasize brand heritage early on during the transition.
  • Explain the meaning of the new icon and colors.
  • Involve customers more in previewing logo concepts.
  • Maintain the old logo in a secondary role.

A more gradual transition and customer input may have eased criticism. But Currys’ direct approach also rips the bandage off quickly. As long as they deliver consistent brand experiences, customers will likely adapt.

Conclusion

Rebranding a decades-old retail icon like Currys requires courage and vision. Although dropping a classic logo poses risks, the new vibrant and inclusive branding has potential. Currys aims to broaden their appeal and meet the needs of contemporary consumers.

While the logo itself matters, it’s just one facet of the overall brand experience Currys builds. If the company consistently delivers expertise, selection, and support, the symbol on the van or website will become secondary. The success of this rebrand will be determined by Currys’ actions, not just its new aesthetics.