Apparently, customers saw the old Maplin brand as being too specialist and daunting, so the rebrand was in a bid to appear more inclusive, offering a broader range of services across multiple channels.
The agency explain that the wave was to create “a constantly moving and evolving graphic property to represent the ease and fluidity of Maplin’s service and technology.”
The new word mark has been designed with “screen-friendly kerning” and detailing. It sees the corporate DIN typeface scrapped in favour of a “friendlier” Proxima Nova.
The new look will roll out over the next two years.
WHAT IS REBRANDING? Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.
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