I haven’t blogged in a
while, but thought as I have just moved back to Bournemouth, it feels the right
time to get back into it. After visiting the centre of town yesterday, I
couldn’t help but notice the countless changes that have happened in only a
year, not just in the empty storefronts, but also in the rebranding of some of
the existing stores. The New Look store has dramatically changed its logo,
replacing its signature curved letters for a more simplistic text logo, similar
to that of retail giant Topshop. I haven’t seen any further evidence of this re-brand
on its website, so I wonder if this is a pilot test, and if/when it does bring
it in, how long the transition process will take.
It is not only New Look that is updating
its appearance; there seems to be a moving trend to refresh brand identities
offering a simpler, corporate look, especially amongst retail and technology
sectors. Microsoft is deemed to be a catalyst in this trend, which after 25
years have offered a new simplified corporate logo to fit in with last weeks
launch of the eagerly anticipated Windows 8. eBay is another; as Natt Garun
explains, its “refreshed logo makes eBay a bit less quirky and playful but more
contemporary and corporate” which adds to its recent re-design of the online interface.
This October eBay announced; “We’re delivering a cleaner, contemporary look and
feel” to reinforce its leading position as a global corporation.
Since its unveiling, eBay’s new user
interface has been likened to social network websites such as Pinterest,
Stumbleupon and weheartit. These companies have recognised the need for
understanding what the consumer wants. It is no longer a one-way street. Since
the mass-adoption of the World Wide Web, it has become a two-way (or multi-way)
process with consumers having more choice in what and whom they engage with on
these online platforms. Interaction with brands online is now on consumer’s
terms, meaning brands need to offer consumers something unique and interesting.
Consumers want to personalise their web experiences and this layout easily
allows them to do this. As the smartphone and tablet market booms, these
simpler, image based layouts will become increasingly popular. The minimal text
design is more suitable for these devices that use touch screen technology.
With 4 out of 5 consumers now using smartphones to shop (comScore, 2012), eBay
has recognised that it needs to ensure the website is as seamless and easy to
use as possible.
Even though eBay has received a lot of
criticism over its logo I believe that it is moving in the right direction and
wish them every success in conquering the m-commerce market. I also look
forward to seeing New Look implement its new logo across all stores and its
online platform. Although I prefer this cleaner, more adult logo I am worried
that it may just be copying other high street retailers. I hope this is not the
case and that it has an impressive strategy behind it. Lets watch this space…
