This is a very old entry — images are small, formatting is off.
I just spent the seven most painful minutes in recent memory for the love of the rebrand. At 10:54 pm I decided to tune in to QVC to see the new identity in action. First, I had to locate it in my cable line-up: QVC is sandwiched between ShopNBC (I had no clue!) and Brooklyn Community Access Television (sweet!). A lady and a man with an ear-piece were selling a jewelry box. I watched, knowing that at the turn of the hour I would get a chance to see an interstitial or ident showcasing the emperor’s new clothes — which, by the way, you can buy in four easy installments! My patience was rewarded with a white screen coming to life beautifully with a near-cyclic animation of the new, ribbon-like Q that shelters the perfectly classic and simple letters that form the name of the channel, which also animate nicely on screen. Then Joan Rivers’ Classics started and, before I poked my eyes out, I swiveled to my computer to write this.
The new identity, last updated fourteen years ago, is part of a larger advertising and marketing campaign that support a major overhaul of the channel. One that attempts to monopolize the letter Q — even if the U.S. Trademark database returns 1,971 results for anything filed simply under “Q”. Their motto, iQdoU? (I Q, do you? Just in case it took you as long to get it as it took me), takes center stage amidst a Qstatic frenzy: As The New York Times reported, there was “a house band called Q Man Group (with special guest Motley Q) [that] performed rock songs” during the unveiling at the company’s headquarters in West Chester, Pa., then there is the Qture (It’s so Q. It’s so U.) products, the QLounge, and everyone’s favorite Queer Eye, Carson Kressley, delivers the channel’s first National TV ad’s punch line Merci Beau Q. (I do have to apologize; yesterday I had seen the ad online, but now I can’t locate the link).
All in all: Cheesy, bubbly and slightly icky in that TV shopping way. Yet, despite the unwatchable content (at least for me), the new logo surpasses any expectations I may have had about QVC. It is a delightfully simple idea — it’s a ribbon, who doesn’t like ribbons? specially when you are the one unraveling it — executed in an amazingly restrained manner — a perfect, thick circle, with a notch-and-fold at the 45-degree mark, punctuated with a simple, restrained and pertinent shadow that makes the logo feel as if it were about to peel off the screen. The simple QVC sans letters in the middle of the Q don’t add much to the logo, but as part of the requirement, they are perfectly acceptable. This is a tremendous leap for QVC, it feels modern and bold, yet in the color choices (teals, purples, pinks) it portrays a softer side, aimed at their female audience, which I would go out on a limb and wager it’s the majority. What this logo does, that I haven’t wanted to do in a long time, is it makes me want to reach and touch it, pull that loose edge and unwrap it. Hmmm, that jewelry box doesn’t look so bad at midnight.
Update 9/30/07: Unconfirmed references of who may have designed this identity have been removed as requested from interested parties.