Retailers might have taken a little bit of a drubbing within the final 12 months, however that does not imply it is time for retail shops to pack it in or cease considering huge. Working example: Sports activities Direct, the British high-street mecca of trackies, trainers and extra, which has this week unveiled a brand new look to its branding.
The brand new look emblem places the model identify inside two horizontal bars denoting the equal signal. The motif is an try at placing equality and inclusivity entrance and centre, however the model itself might not be a bastion on both entrance, having been dogged on varied events about working situations and pay (extra on that under). Whether or not a emblem could make a controversial model look higher is debatable, however you may at all times ensure your logos look good with our information to emblem design.
The brand new look was created by international model firm venturethree, whose inventive companion Graham Jones mentioned: “We love the concept we’re all equal by way of sport. We wished to create a model that boldly makes that assertion. An extroverted, tremendous sporty model that retains it easy and helps individuals to really feel empowered.”
A virtuous excellent, certain, however some corporations can disguise behind advantage to cover some unpalatable truths. Sports activities Direct was revealed to have been apparently paying its workers under the minimal wage (opens in new tab), and accused of asking them to return in to work regardless of the pandemic (opens in new tab). Issues have been long-running on the agency, which make us ask if this rebrand is sufficient within the identify of equality.
It additionally stays to be seen whether or not this will likely be sufficient to get individuals again into outlets. As soon as lockdown lifts, manufacturers must do loads to seize consideration to reaffirm their standing on the highstreet. Posters and on-line campaigns are a gr
eat way of going about this, proving how essential design and branding is to any enterprise price its salt.
Mockingly, regardless of the corporate’s historical past, the brand new Sports activities Direct identification to this point stays with out controversy. It is uncommon lately for a brand new emblem to not stir speedy dialogue; living proof, the latest RFEF rebrand, which received the crimson card from designers and soccer lovers.