Thursday, 23 October 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 a piece of work worth popping the corks for. One of those projects that might have been better kept under wraps in terms of PR, tempting as it is to put it out there because of the big retail brand name. And lets face it we all get 'those' briefs from time to time...

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  • Looks dated and old so should appeal to the older generation. Oh hold on that is their current market! I remember drawing those gradient spheres back in early 2000. And with my colour blindness I can pretty much just make out H MEBASE

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  • When I saw this article I thought this was a spoof! Whoever at DB said ‘..we have injected depth and light to move from flat, primary colours to a more natural and optimistic palette." deserves a SLAP!

    I'm in total agreement with the anonymous blogger who said...

    "Its looks like something you would design when you first discovered the gradient tool in illustrator" that's my thoughts EXACTLY!

    and I feel your pain JR regarding 300 Million! It burns me to see this foolishness!

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  • What a great yet respectful refresh should do! A breathe of fresh air into what was a dated, child-like cheap look and feel. Can't wait to see the brochures and in-store that go with that gorgeous insert.

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  • A very subtle evolution of the brand... It would be interesting to see the brief supplied by Homebase to see if this evolution meets their reasoning for what was originally intended to be a complete revamp. Personally I don't think the change is enough for Homebase customers to perceive them any differently. The supporting typeface is great but will it last - and is the cost of deploying the brand worth such a small change - more of a 'tweak' than an evolution...

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  • evidently trying to make HB sit better with the Habitat brand they spent millions acquiring last year, to much eyebrow raising regarding the fit of the two brands. would say good work to Design Bridge for persuading HB to change the logo at all, but not sure this was worth the effort. Looks like client's dilution of a creative concept

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  • I am a paint mixing G yo and I could have made this lame change in shading using clipart! I have turned jazzberry with rage at the pony nature of this awful PR (ps jeanne definitely works for the company) I live and breathe the base and I could have fired up the board cutter, mixed up some Grecian green 3 and gone to town on a new logo that wasn't a naff 80's throwback that makes me think HB will start stocking 'spandeau ballet gold' or 'frankie says relaxing blue'. HB til I die ewell richmond Kingston brap and ting

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  • Evolution of an existing successful brandface, fresh tones reignite the products and consistency across the advertising was the achieved brief..see it in stores gradually over the next few months

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  • a brand name in a circle does not a logo make

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  • Makes me laugh, i could of knocked that logo out for free with gradient tool in photoshop for free for them and they outsourced a company to do this for them

    worse thing is the design is poor and not 'rebranding'

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