Partners’ ID for House of Fraser

The Partners has designed a new corporate identity for House of Fraser. The new identity will be implemented by March next year and will be used on advertising, merchandise and carrier bags. It features a revised logo and an updated typeface.

“There’s a new colour scheme, a new stag and a new typeface,” says consultancy partner Aziz Cami. “One of the key issues that we addressed was how you can create a relationship between 17 different store names and brands while still retaining the House of Fraser signature.”

Cami adds: “The identity also reflects the new House of Fraser positioning – to bring fashion to the fore.”

The new identity will also appear on stationery and vehicle liveries and advertising. Implementation is planned to coincide with the ongoing refurbishment of stores – currently being revamped at the rate of about ten a year.

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