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.’
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.