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QVC made its name with round-the-clock shopping broadcasts, but by 2019 more than 80 per cent of new US customers arrived through its digital platforms, and about 60 per cent of US sales were e-commerce, two-thirds of it on mobile. It had not rebranded in eight years. On 6 February 2019 it unveiled a new visual identity, a new logo and a new iPhone app, Q Anytime, positioned beside its flagship app.

Mary Campbell, chief merchandising officer of the parent group and chief commerce officer of QVC US, said consumers already treated QVC as a digital destination for discovery. Susan Ripke, vice president of global brand strategy, told WWD the main piece was how QVC shows up in digital spaces. The work took five months and involved 26 internal 'impact' teams. Publicis Groupe's Moxie developed themes, visuals and messaging jointly with QVC's in-house creative group, MediaPost reported.

The new Q is built from three parts: a square for the many screens customers use, a circle for the constant conversation QVC creates, and a line that is both an open door to the community and the handle of a magnifying glass for discovery. It came in a sleek, mobile-friendly format and colour scheme. Photography became thumb-stopping, intimate and candid, with products shot close up, as if, Ripke said, you were a guest at the table with the host. Video turned casual and unfiltered, studios moved into smaller urban and suburban sets, and on-air graphics and sound were updated.

Adweek framed it as QVC trying to be more than your mom's shopping channel. TV still mattered: Ripke noted QVC reached 370 million homes.

WWD had the strategy first: more than 80 percent of new US customers were arriving through digital platforms, so the rebrand put mobile first and social first. Beyond the square logo with its stylised Q, the company redesigned its website and studios, launched a new iPhone app and changed its photography to shoot products closer, with smaller, more intimate sets. Its brand strategy lead described the aim as making viewers feel like guests at the table with the host. The logo is the least interesting part; the real redesign is in the camera work.

The geometry explanation is pure decoration, as these explanations usually are. But the mark itself is tidy and works as an app icon, which was the point. The bigger change is in the pictures, and that is where QVC actually started to look like it belonged on a phone.