Currys is a British electrical retailer that adopted its current circular logo in 2021, when parent company Dixons Carphone merged its four brands, Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone, into a single masterbrand named Currys. The identity was created by global branding agency FutureBrand, which worked with the retailer over a two-year period to develop the new logo and visual system. [1]
Design and History
The current Currys logo is circular, a shape chosen to echo the globe in the previous Currys PC World brandmark. FutureBrand described the circular thread as representative of “all the shapes and forms of the technological world” and as reflecting the openness and optimism underpinning the brand. [1] The design was intended to stand out from the minimalist visual language common in the tech sector. [2]
The rebrand was announced in May 2021 and rolled out in October 2021, when the four legacy brands officially became Currys. [3] The name itself was chosen to build on the history of the Currys brand, which has sold technology since 1884. [4]
The 2021 identity built on an earlier brand refresh for Currys PC World, also by FutureBrand, which launched in July 2020 under the title “Bright World.” That earlier work introduced the circular visual language and a bespoke typeface, while the Currys PC World globe logo itself remained unchanged. [5]
Meaning and Symbolism
FutureBrand retained the strong purple associated with Currys PC World in the new identity, now complemented by a soft palette of pastel colours intended to bring the “bright world” to life. [1] The circular shapes used throughout the identity were inspired by the new logo and were chosen to reflect the organic lines of modern technology. [6]
Typography and Design
FutureBrand collaborated with Colophon Foundry to create a bespoke typeface for the brand, named Currys Sans. [5] The typeface was part of the broader “Bright World” system that included new iconography, animation guidelines, photography and videography. [7]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
