Argos reveals new Logo
Argos reveals new LogoRetailer Argos is set to to roll out its new identity, designed by The Brand Union, which has been designed to reflect customer confidence in the brand.
The new look and feel aims to reflect the brand’s appeal and will be first seen when its new catalogue is released on Monday.
Siobhan Fitzpatrick, head of brand marketing for Argos, explained: “We’ve strived to embody value, choice and convenience for over 30 years now and have built an extremely loyal customer base. We have a proud heritage of adapting to changing times and giving customers what they want. This brand refresh will enable us to give our customers and our employees a new brand identity which better reflects our dynamic and exciting business. 70% of British households have an Argos catalogue at home, so unveiling the identity on the new catalogue is a fantastic way to celebrate and cement our position, while giving our brand a contemporary look that brings it up to date. Our customers told us that they want a brand that feels relevant today and is well equipped to stay relevant tomorrow.”
Following the catalogue launch, the new identity will be rolled out at steadily over the next four years in a ‘cost-effective phased approach’.
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Comments
The Brand Union did it. It's on the front page. Plus I know someone who works there...
Goodness me, this is a stunning piece of cutting edge design isn't it......yawn yawn
If this reflects a 'Dynamic exciting business' I'd hate to see what they'd do for a dull mediocre one???
by putting the smiley slash on are they trying to suggest a happy warm welcoming company? because any time I've been in there a lot of the staff look like they have a pole stuck up their a**e.
Jeesus how retro.
Good God. An agency got paid a lot of money to take a brand back to the 70s. What a pointless exercise, worse than pointless actually – potentially damaging.
That's an absolute howler... how is something like that even possible?
This is bad. Very bad.
'Contemporary look'? - don't think so.
"This brand refresh will enable us to give our customers and our employees a new brand identity which better reflects our dynamic and exciting business."
Which bit's that then Siobhan?
I like it - old school.
It definitely says to me: 'cheap'. (Maybe that's what's trying to be achieved?)
This is bang on - cheap, dull and old fashioned, just like the Argos concept and customer experience - always a poor one.
I know someone is my office who could have knocked this up for £30...in Paint Shop Pro. Job done!
Better still 15:58, let's all knock ourselves out with the ridiculously big new catalogue and put ourselves out of our collective misery!
Don't get me wrong, it's shite. It looks like it's the Argos logo off the side of a Lledo 'Days gone by" toy. But you do have to ask. Is it Brand Unions fault or was it a spot on answer to a deluded brief?
Kerr, read all the comments again and you'll get the answer to you question of, 'what exactly is wrong with it?'.
as much as I'm not 'blown' away by this brand refresh i must say that on the tv ad and the website it works ok. i wonder if by simplifying the logo (rather than 3D with spangely bits on) they're trying to look minimal, thoughtful and dare i say it taking cues from ikea....there i said it.
i'm off roll in nettles for my sins.
To fully understand what Argos have requested from this brief you need to be close to the brand. Don't jump to conclusions on 'the brand' before you understand the visual communication that is going to hit Stores, TV screens, printed material etc etc. in the coming years. Market share and the shopper journey are all at play here. Know your market, know your brand. Surely some of you have to respect that re-brands are not undertaken lightly and rarely are they last-minute decisions that haven't undergone exhaustive research and rationalisation.
next up. a diamond encrusted netto logo.
@ ANON Tue 26 Jan 2010 14:53
So will you tell punters in the street not to jump to any conclusions? The same ones who you're blaming in the first place with your insider knowledge of the focus group sessions.
I've had conversations with John Q Pubic about this logo and their thoughts reflect this forum actually. So if you do work at The Brand Union you should have the 'nads to take the criticism as readily as you did the big cheque - not hide behind 'research and rationalisations'.
It is dull and dated and instantly forgettable. So it matters not what the customer journey is – I'm sure you mean more than the trip from the till to the troll waiting area with your wee ticket - because it'll still look sh1t.
Now I am not one to jump on the bandwagon of poor logo's I have done a few myself over the years however, I cannot see how this logo represents the Argos Brand. In the times we are in, Argos are wasting their money on a new logo, which lets face it most of us could do using a PC and word art. The cost of this new logo will be huge from lorries down to the till recepits.
Surely Argos if you wanted to create a new identity, re-fit and refresh your shops and give your advertising a lift and employ staff who actually give a sh1t.
A new logo will not do this.
A rose by any other name is still a rose.
I visited the today and though I’d been redirected to a fake argos site. The logo looks like a cheap knock off. I googled it to find out what happened. I’m completely indifferent to it.
I prefer the logo with the blue in it. The new logo looks like a cheap tabloid.
It reminds me of Kwik Save for some reason... What a pathetic rebrand.
Yes awful! But we all know how clients batter the creative lode right out of us, strong account management and a client who trusts the agency. I would like to see what they rejected, I will lay odds it was great!
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