Uswitch is a UK-based price comparison and switching service founded in 2000, helping consumers compare energy, broadband, mobile and financial products. The company’s visual identity has undergone two significant documented rebrands, most recently in January 2020.
Design and History
In January 2017, Uswitch unveiled a new logo, identity and brand slogan, “Switching made simple,” as part of a campaign developed by agency Brothers and Sisters. The work marked the agency’s first for the brand since winning the advertising account in November 2016. The rebrand accompanied a campaign introducing a motivational “Coach” character designed to address consumer “action paralysis” around switching utility providers. [1] [2]
In January 2020, Uswitch underwent a major rebrand developed by the global brand company venturethree. The new identity was built on the strategic idea of “You, powered,” repositioning the brand from passive comparison to active switching. venturethree developed the brand strategy, brand experience, visual expression and tone of voice, working collaboratively with Uswitch’s product and brand teams. [3] [4]
Meaning and Symbolism
The 2020 identity “heroes the ‘U'” to emphasise the importance of “you” the consumer and the benefits that switching can bring to daily life. Rather than concentrating on price, products or process, the brand was designed to celebrate what customers gain from switching. venturethree described creating “a bold, strong U at the heart of Uswitch.” [3] [4]
Typography and Design
The 2020 Uswitch wordmark is set in Helvetica Now, paired with a “paired-back, accessible colour palette” designed to appeal to a wide range of customers. The identity was built to be WCAG AA+ compliant, reflecting an emphasis on accessibility across the brand’s digital touchpoints. [3]
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