This is a very old entry — images are small, formatting is off.
Established in 1933, Comet is a retailer of home appliance and electrical products — a la Best Buy for our American readers — with 248 stores and 10,000 employees across the UK. Somewhat known in the past for poor customer service and not fun experiences at their stores, Comet began revamping its whole brand approach in September of last year, with a new ad campaign created by EURO RSCG London, a new tagline (“Come and Play”), and a new identity by venturethree.
“Our research shows that people love the new Comet brand; that it feels fun and more accessible. We’re really excited about welcoming our customers into our stores and inviting them to ‘Come and Play’. Our friendly in-store experts have all the knowledge to help customers make the right choices and help them understand the amazing benefits technology can bring to their lives.”
— Press Release
The old logo had a very bad tinge of 1980s electronic aesthetic and it had to go. The new has a very safe tinge of 2000s friendly-lowercase aesthetic, which is to say, it’s not groundbreaking but it’s at least more pleasing to the eye. More importantly, it appears more friendly and contemporary to customers. In all fairness, the new wordmark is well executed, well spaced and that little booty off the right of the “m” is kind of adorable. Shooting stars and comets always come across as cheesy on a logo and it’s no different here but as a way of signaling evolution the new comet rendering is fine as is.
In addition to the logo, venturethree created a visual system around a custom typeface and illustrations that allow the brand to come across as much more playful. While I like the typeface (relatively speaking as far as hand-drawn, grungy typefaces go), and I like the illustrations, and I sort of like the logo I don’t see the three things coming together quite harmoniously. There is a disconnect between all three things. But, again, in all fairness, the individual elements are well executed.
The “Come and Play” tagline is nicely translated into TV advertising with a series of spots that show Comet employees playing with their inventory to come up with new appliance and electronic concoctions that make them dorkily excited. They are fun and colorful. Just like the rest of the identity, which does help communicate a new approach by Comet.