Debenhams have launched their new brand identity following a series of store modernisations.
Created by their creative partner Mother, Debenhams’ new logo aims to portray a more modern and friendly image with a distinctive typeface and vibrant colour system.
Debenhams chief executive Sergio Bucher said: “The Debenhams Redesigned strategy sets out to reinvent the shopping experience for customers. Whilst we have made real improvements to our stores and continue to improve our product offering we also want to signify overtly to customers that Debenhams is changing and give them more reasons to come in store – our new brand identity is a way of signalling the change.”
The retailer will also be launching an autumn/winter advertising campaign to communicate the new brand approach. A series of eight executions will play out across print and digital titles and social media with the tag line ‘Do a bit of Debenhams’.
