Created with London-based branding agency SomeOne, the retailer’s simplified logo maximises accessibility across all digital formats while retaining the iconic pink square synonymous with Very. It is now live across Very’s customer-facing website, app and social channels, with all other touchpoints to follow imminently.
The refreshed logo follows the release of new brand elements, including six brand textures which can be used dynamically or statically to bring Very’s personality to life. These have been designed to help the retailer stand out in the market and increase brand recognition in its advertising, for example during Very’s most recent sale and Black Friday campaigns.
Very has also created a bespoke typeface, Very Sans, to further build brand equity and recall in customer communications. The typeface, created using a square nib, reflects how every element of design links back to the pink square that customers instantly recognise as Very.
Additionally, the retailer has developed an enhanced tone of voice based on four core values – positive, ease, fair and bright – to create a storytelling narrative that consistently brings the brand to life.
Robbie Feather, managing director – retail, at The Very Group said: “This summer marks 13 years since Very launched, and lots has changed since then. We want to make sure our brand identity is fit for the future and aligned with being digital-first, while also retaining the pink square which has strong equity with our customers. Our refreshed identity does this job brilliantly, and we’re excited to finally be sharing it with our customers.”
Rich Rhodes, executive creative director, at SomeOne, added: “It has been a pleasure to work on such a much-loved household name. The culmination of the process is a fully cohesive brand world that allows Very to communicate effectively with audiences no matter the platform, product or promotion.”
Source: The Very Group