Packard Bell’s initial repositioning makes this reader see red…

Where is the value with Packard Bell’s new identity (www.designweek.co.uk, 28 May)?

Why would any brand want to own the initials ‘PB’? They don’t suggest Packard Bell, and as a symbol PB is as superficial and redundant as the ‘gloss’ effect that has been used.

Also, the highlighting in red of the letters ‘red’ – in the strapline ‘Puredesire’ – is hardly colour being used at its best. This doesn’t smooth over the gaping conceptual holes in an inane cosmetic makeover, and the brand’s original purple would have been just as good.

This is style without much novelty and provides no clue as to why PB might be valuable. The sense that Packard Bell now represents style without substance is hard to shake off.

The new Packard Bell brand identity needs a reboot with the ‘ideas’ key held down.

Andrew Sabatier, by e-mail

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