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.
Oh dear. The red pin was a distinctive brand asset.
Thus, this article’s headline says it all.
Dropping the uppercase O and removing the red pin – WOW
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.
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…. ?????
That’s principals for ya.
Strategy: ✅
Design: ❌