Argos renews visual identity to 'modernise' perceptions

Argos: identity by The Brand Union
Argos: identity by The Brand Union

LONDON - Argos is rolling out its first visual identity overhaul in over a decade to help improve the desirability of the brand.

The Home Retail Group-owned business is to launch a new logo and tone of voice over the coming weeks, beginning with its spring/summer 2010 catalogue, which is released tomorrow (23 January).

Argos hired branding consultancy The Brand Union to create an identity which would help to "modernise perceptions" of the brand. The new identity will roll out to its 750 stores over a three-year period.

Its branding was last updated in 1999 when Argos hired consultancy Interbrand Newell and Sorrell to create a visual identity to reflect its new "brighter shopping" marketing strategy.

Siobhan Fitzpatrick, head of brand marketing at Argos, said over the past 30 years the retailer had developed an extremely loyal customer base with its focus on "value, choice and convenience" but the time had come for a change.

The new branding and catalogue will be supported by an above-the-line campaign, starting today (22 January).

A 30-second TV spot, by CHI & Partners, promotes Argos' Check & Reserve service. The ad is narrated by Geoffrey Palmer.

A series of product and price-related ads will follow over the coming weeks, showcasing special deals and new ranges.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message