Stanfords makes plans for rebrand

The first major redrawing of Stanfords, the 150-year-old map and travel-book brand, for more than a decade will be revealed this autumn with the opening of a 325m2 store in Manchester.

The Formation has been appointed this week to rebrand Stanfords’ identity and graphics in a job worth around £100 000 to the group. Meanwhile, Dalziel & Pow is developing a new retail interiors concept, also for a six-figure fee.

Stanfords is ‘in expansion mode’, following its demerger from a holding company last year, says Stanfords managing director Douglas Schatz. The brand intends to broaden its offer by becoming an ‘inspirational first destination’ for anyone planning leisure travel and by making more of products such as digital mapping, he says.

The Formation creative director Adrian Kilby says Stanfords is looking to contemporise.

Dalziel & Pow’s work is about improving navigation in-store and making it more relevant to a contemporary market, says Schatz.

New features include Internet points for accessing the Stanfords website, plasma screens displaying promotional and travel information and a ‘worldwide café’ with exhibition space.

The concept will be rolled out to the brand’s flagship shop in London’s Covent Garden early next year, after making its debut in Manchester. Stanfords’ Bristol outlet is likely to be revamped a few years down the line.

The Formation was appointed without a pitch in May. Dalziel & Pow has been working on the project for about a year.

Stanfords’ present identity was created by Epps Ransom in 1989.