Fraserdesign has updated the identity for Mastercare, the aftersales service arm of Dixons Store Group, which will be unveiled on 19 July.
The identity revamp is designed to reflect a fundamental shift in Mastercare’s business, following the diversification of Dixons’ activities.
The retailer has made in-roads into PC, digital and telecommunications products in recent years.
Mastercare sales and marketing director Steve Borges says, “We wanted the identity to have a more contemporary feel and move away from its connection with traditional electrical products, reflecting the changing support needs of our customers as more hi-tech, digital products are sold by the [Dixons] group.”
The previous identity, which was created four years ago by Light & Coley (DW 16 May 1997), was drawn around an electrical plug and a house motif.
While the plug has been dropped from the updated identity, the outline of a house has been given greater prominence.
“The plug limited it. We wanted to get across the wide range of products and services on offer, which is why we enhanced the house shape and put greater emphasis on the word care,” says a Fraserdesign spokesman.
An evolution of the existing identity was considered more appropriate rather than a complete redesign because of the need to provide continuity with the previous identity, he adds.
Fraserdesign has been working with Dixons for 16 years.
It won the project without a pitch and has been working on it for the past six months.