Friday, 01 August 2014
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Design Bridge rebrands Homebase

Design Bridge has created a new identity for Homebase, with the aim of appealing to a broader range of customers.

Homebase

The consultancy says the new identity ‘moves from flat primary colours [in the previous logo] to bring the new brand positioning to life and create a deeper emotional connection to the brand.’

Design Bridge was appointed to the rebrand project at the beginning of 2011, and initially started strategic brand positioning work.

Becky Brock, brand controller at Homebase, says, ‘We appointed Design Bridge because they are renowned for digging deeper and bringing consumer insight and the integrity of the brand through to the creative solution.’

Concept cover

A spokeswoman for Design Bridge says, ‘Initially the brief asked us not to change the logo, but as the project developed it became clear that the logo required an evolution to reflect the creative look and feel and tone of voice that we developed for the brand.’

Design Bridge says its brief was to create a fresh look as well as bringing visual consistency across all touchpoints and appealing to a broader range of consumers.

The consultancy says, ‘Across all touchpoints, we have injected depth and light to move from flat, primary colours to a more natural and optimistic palette.’

The new identity is rolling out in-store this week, with a new website and brochures to follow in May.

Readers' comments (22)

  • Not bad. I thought I'd developed a Cataract when I first saw it.

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  • Its looks like something you would design when you first discovered the gradient tool in illustrator. Terrible Design.

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  • I thought I was going to be looking at the evolution of the logo starting with the oldest on top, down to the new re-design. I was wrong.

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  • As far as a 'beacon' as the article says, it works. I will be interested to see how it works across the whole brand.

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  • It's far better than the old logo! More of an evolution than anything though.

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  • What were the time constraints on design process ? The App icon seems to have more thought. Has the candy feel. Broader appeal, does that just mean its a circle? A bit like artwork, not understood till you read the text next to it. Trouble is there is no text !

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  • This is superb. I'm loving the typography on this.

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  • This is a joke right? Right?

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  • Is 'rebrand' the correct terminology? I wonder what the fee for this project was.

    Makes me feel a little sick when you have agencies like 300 Million going under and Design Bridge raking it in from very uninspiring vanilla work.

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  • Will majority of customers even notice?

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