Currys
Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone merged into one brand, Currys. The two-name lockup with its orange and purple globe gave way to a solid purple circle with a lowercase white "currys" set inside it.
Currys logo before and after
BeforeUntil May 2021
Logo: Currys. Source: currys-ssl.cdn.dixons.com (archived)
AfterSince 13 May 2021
Logo: Currys. Source: currys.co.uk (archived)
Key facts
Currys launched a new logo on 13 May 2021, designed by FutureBrand.
- Brand
- Currys
- Launched
- What changed
- Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone merged into one brand, Currys. The two-name lockup with its orange and purple globe gave way to a solid purple circle with a lowercase white "currys" set inside it.
- Sources
- currysplc.com, futurebrand.com, creativeboom.com
Cite this Rebrand Log, "Currys new logo (2021)", https://rebrandlog.com/rebrand/currys-2021/, last updated .
The Currys rebrand, explained
Dixons Carphone unveiled the change on 13 May 2021, opening the first new-look store in Edinburgh the same day. Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone were folded into a single brand, with the switch over more than 300 stores, 13,000 uniforms and 300 vehicle liveries to be complete by October 2021.
Chief executive Alex Baldock called choosing Currys "a no-brainer", pointing to the name's history back to Henry Curry selling bicycles in 1884. The company also renamed itself Currys plc.
FutureBrand designed the identity over two years with the in-house team. Creative Boom reported that the circular logo echoes the globe in the Currys PC World mark, paired with a strong purple and a soft palette of pastels.
In short: Four brands, one purple circle.
Quotes
“Currys will have a bold and up-to-date look and feel, but this is a gearshift not a facelift.”
“Our challenge was to embody all four brands through one logo and brand identity, whilst consistently communicating Currys' unique personality.”
Press
Sources
- 1. currysplc.comhttps://www.currysplc.com/news-media/press-releases/2021/four-brands-become-one-currys/
- 2. futurebrand.comhttps://www.futurebrand.com/news/currys-launch-new-masterbrand-identity
- 3. creativeboom.comhttps://www.creativeboom.com/work/futurebrand-currys/