Debenhams rolls out new identity

Debenhams launches a new brand identity today, Design in Every Department, created by advertising agency JWT London.

The new identity will launch in a television ad, also by JWT London, which premieres this evening on ITV1.

Debenhams hopes that the new branding and ad campaign will ‘entice back lapsed and potential new customers’ in the build-up to Christmas.

The branding aims to highlight the retailer’s emphasis on design, which Debenhams deputy chief executive Michael Sharp claims ‘is at the heart of everything we do’.

A ‘glamorous’ 40th birthday party ‘filled with aspirational, but available fashion and homewares’, feature in the ad that Debenhams hopes will ‘showcase our design heritage’.

Hide Comments (13)Show Comments (13)
  • Pat November 30, -0001 at 12:00 am

    Was this created in Microsoft Word?!
    How embarrassing!

  • cmyk November 30, -0001 at 12:00 am

    Very 1980’s

  • Geoff Griffiths November 30, -0001 at 12:00 am

    Not being funny but what the hell is going on, bet JWT are laughing into their champagne glasses after coming up with this ‘identity’.

  • Mitchell November 30, -0001 at 12:00 am

    Unfortunate acronym the new identity presents… D.I.E.D.
    Let’s hope the new campaign doesn’t suffer the same fate!

  • Jun-Yi November 30, -0001 at 12:00 am

    What is the dot in the ‘G’ supposed to mean??

  • Si November 30, -0001 at 12:00 am

    I like it, as for the ‘G’ I am assuming they are indicating that even the smallest things are considered when they talk about design (earring’s) and of course every woman needs a nice pair for her 40th. As for the type face it appears synonymous with the glamorous era and design heritage.

  • Gem November 30, -0001 at 12:00 am

    I think It’s weak to say the least.

  • Tone-S November 30, -0001 at 12:00 am

    Clumsier than Peter Crouch on the piss.

  • mr orange November 30, -0001 at 12:00 am

    Horrible typography, meaningless strapline but love the acronym!

  • Dickens November 30, -0001 at 12:00 am

    Anyone actually tried not judging what it looks like and trying to judge what it’s trying to communicate? Ok, it looks dull but if this is part of a new Debenhams positioning isn’t the question… how easy will this be to use across all media?

  • Sparkes Orr November 30, -0001 at 12:00 am

    Clutching at straws methinks! , never let your ‘ad
    agency’ design anything, not that they did in this case anyhow. Just a matter of time now Debs.

  • Johnny Fox November 30, -0001 at 12:00 am

    D E A D
    in the

  • Wayne Hodkinson November 30, -0001 at 12:00 am

    Very poor indeed!

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