Officeworks pulls the pin on its old logo
Officeworks has revealed it has refreshed brand identity, carried out by Principals, after teasing it in last month’s campaign via AJF.
The end result, Officeworks said was brought about by the pandemic shifting the way we work, learn, create and connect, presenting an opportunity to refresh the branding.
Principals group strategy director, Tim Riches said: “It was such a pleasure to work with the first-class Officeworks team. The result of our collaboration is an expressive and personality-rich brand that solidifies Officeworks’ position as one of Australia’s top retailers and strongest brands.”
Officeworks general manager marketing and insights, Jess Richmond said: “The brief to Principals was to update the brand tone of voice, personality and identity to drive effective communications, as well as an improved in-store experience. The team translated insights into an actionable strategy and a suite of flexible and expressive brand assets. We feel it’s a brand identity that will stand the test of time.”
Mumbrella is waiting for an official response regarding the pin being dropped from the logo.
According to Officeworks, research showed that “Australians liked and respected Officeworks”, but that it also found an opportunity to “bring more dynamism and joy to the brand”, through its love of stationery, technology, and art supplies.
The branding maintains the blue and red colours, as Principals said the dash was made central to the design system “to deliver increased impact and distinctiveness”.
Previous branding
Last year, Principals developed a new brand identity for Red Cross Australia.
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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Oh dear. The red pin was a distinctive brand asset.
Thus, this article’s headline says it all.
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That’s principals for ya.
Strategy: ✅
Design: ❌
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Dropping the uppercase O and removing the red pin – WOW
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What a wasted opportunity for an iconic Aussie brand. This was their chance to push the identity and design system and propel the brand experience but instead, we’ve got something timid and derivative.
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I bet they paid something stupid like $20 million and it took 6 months with multiple focus groups and weekly “tissue” and strategy meetings to have that really “innovative” creative designed…. 🤣😂😆🤣😂
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