Debenhams rolls out new identity
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Debenhams launches a new brand identity today, Design in Every Department, created by advertising agency JWT London.
The new identity will launch in a television ad, also by JWT London, which premieres this evening on ITV1.
Debenhams hopes that the new branding and ad campaign will ‘entice back lapsed and potential new customers’ in the build-up to Christmas.
The branding aims to highlight the retailer’s emphasis on design, which Debenhams deputy chief executive Michael Sharp claims ‘is at the heart of everything we do’.
A ‘glamorous’ 40th birthday party ‘filled with aspirational, but available fashion and homewares’, feature in the ad that Debenhams hopes will ‘showcase our design heritage’.
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Readers' comments (13)
Anonymous | Mon, 19 Oct 2009 1:44 pm
Was this created in Microsoft Word?!
How embarrassing!
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cmyk | Mon, 19 Oct 2009 1:54 pm
Very 1980's
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Geoff Griffiths | Mon, 19 Oct 2009 3:20 pm
Not being funny but what the hell is going on, bet JWT are laughing into their champagne glasses after coming up with this 'identity'.
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Mitchell | Mon, 19 Oct 2009 4:44 pm
Unfortunate acronym the new identity presents... D.I.E.D.
Let's hope the new campaign doesn't suffer the same fate!
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Jun-Yi | Tue, 20 Oct 2009 5:03 am
What is the dot in the 'G' supposed to mean??
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Si | Tue, 20 Oct 2009 12:49 pm
I like it, as for the 'G' I am assuming they are indicating that even the smallest things are considered when they talk about design (earring's) and of course every woman needs a nice pair for her 40th. As for the type face it appears synonymous with the glamorous era and design heritage.
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Gem | Tue, 20 Oct 2009 2:46 pm
I think It's weak to say the least.
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Tone-S | Tue, 20 Oct 2009 2:56 pm
Clumsier than Peter Crouch on the piss.
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mr orange | Tue, 20 Oct 2009 3:22 pm
Horrible typography, meaningless strapline but love the acronym!
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Dickens | Tue, 20 Oct 2009 4:07 pm
Anyone actually tried not judging what it looks like and trying to judge what it's trying to communicate? Ok, it looks dull but if this is part of a new Debenhams positioning isn't the question... how easy will this be to use across all media?
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