Debenhams unveils playful new brand identity to enthuse shoppers

A custom typeface derived from SangBleu denotes these changes backed by a vibrant colour palette and accompanying visual identity which will take centerstage in modernised stores and online, appearing on everything from carrier bags to hangers.

Managing director of marketing and beauty, Richard Cristofoli commented: “We are on a journey to build brand affinity and signify the vast amount of change that is taking place in Debenhams. By physically changing and modernising our logo to aim to make an overt signal to customers that there are reasons to come in store and reappraise our offering.

“When talking about shopping consumers told us of the real joy that they experience when exploring and trying new things instore. Many lamented that shopping had lost its role in our culture and in some ways had become transactional, solitary and trivialised – just a relationship with their post room.

"We wanted to present a rallying cry to consumers to celebrate the joy of shopping and reclaim it as the rich, experiential and joyous experience that brings family and friends together.”

To help spread the word an accompanying social media campaign will launch on 9 September in tandem with the publication of 3m brochures which will be inserted into titles including The Sunday Times Style, Metro and Marie Claire.

Cristofoli has taken on a wider remit in recent years as part of efforts to bring store and online management together.