Our deputy creative director, Robin Hill, hijacks this week’s Creative Sparks to review the most interesting new year rebrands. Or rather, the good, the bold and the hilarious.
There’s always a perfect time for rebranding activity to launch, drop, be shared or go live and it’s no surprise that this happens most frequently during early January – a new year, a new start.
I always look forward to finding out who’s added a new twist to a classic campaign or rolled out a piece of creative that keeps us engaged for another 12 months and here’s my choice picks:
uSwitch – Yes you can
Price Comparison site uSwitch has gone the whole hog, launching a new logo, identity and brand slogan. The bold ‘Yes you can’ aims to incentivise customers to change their utility provider with a motivational coach as the encouraging face of the refreshed uSwitch service.
The new logo and identity is simple, defining the brand in the market place and adding clarity for consumers. The launch is also well branded through colour and easily recognisable because of the character development. This is becoming a common approach, and it’s not hard to see why. I don’t doubt we’ll see more campaigns taking a similar route this year.
This January saw the familiar ‘Should’ve gone to Specsavers’ concept given a Provençal twist. A superbe plomberie (good plumber to everyone who didn’t take GCSE French) farcically identifies a barrel of Grand Vin 1921 as boiler ‘sludge’ and drains the lot… much to the owner’s devastation.
Specsavers’ in-house creative team never fail to build new and amusing stories around their classic concept. In addition to being a loyal customer, I’m a huge fan. The strength of these campaigns lies in their simplicity and humour. Though we knew what was about to happen, it still made us smile. That’s a job well done (maybe not by the plumber).
A new oneness
BBC One has worked with British documentary photographer Martin Parr to create a new set of idents for 2017. The portraits of people from across the UK, brought together by a shared interest, aim to capture the diversity of modern Britain beginning with a group of brave swimmers from Clevedon, Somerset.
The people focused idea, likely to have been driven by strategic work with BBC employees and viewers, works well. The craft in the new marque is well executed and has a unique flow which adds character and individuality to the channel. Even if ‘oneness’ feels a little twee, Auntie Beeb has changed it up whilst remaining our familiar friend.