Client: George (at ASDA)
A completely refreshed new identity, projecting the character of the George brand today.
Brief: Our brief from George (at ASDA) was to review all elements of brand communication and reinvigorate the 17 year old clothing brand.
Response: The letterforms feel friendly, distinctive and classic, yet have a contemporary twist, and while the logo retains heritage and simplicity in the black and white colour palette, the characteristic ‘g’ with its bright yellow ‘ear’ adds originality, warmth and a sense of humour, whilst the full stop which finishes off the logo, communicates the honest and practical nature of the brand. The new identity creates a distinctive look and feel for the brand, which is followed through to the tone of voice and language, driving the brand personality through to all touch points and creating an overall step change in the George in-store experience.