Maplin is a British electronics retailer whose visual identity has undergone two documented redesigns, first in 2006 and again in 2016. The current wordmark and wave device were created by the London-based design agency SomeOne.
Design and History
Maplin’s first visual identity update in 34 years came in September 2006, when design agency The Nest created a revamped logo and concept store for the retailer. The new logo was blue rather than the previous red, and the full name “Maplin Electronics” was changed to “Maplin – the electronics specialists” as part of the redesign.[1] The Nest was appointed in March 2006 following a credentials pitch against five other groups.[2]
In September 2016, Maplin unveiled a new brand strategy and visual identity created by SomeOne, a London-based design agency.[3] The rebrand responded to Maplin’s need to connect with new customers while retaining its loyal core audience, as the retailer faced increasing competition from online availability of electronic components.[3]
SomeOne introduced the Maplin “wave,” a constantly moving and evolving graphic property described by senior designer Helen Altoungarian as representing “the ease and fluidity of Maplin’s service and technology.” The wave also channeled Maplin’s “store of the future” concept.[4] The new identity was initially tested in two concept stores, with full UK rollout expected over 2017/18.[3]
Meaning and Symbolism
The wave device was designed to be a flexible graphic property that could adapt for seasons and product ranges through the use of colour.[3] SomeOne’s strategic cornerstone for the rebrand was “Connecting brilliant ideas,” building on Maplin’s heritage to encourage customers to discover how technology could improve their everyday lives.[3]
Typography and Design
As part of the 2016 redesign, SomeOne improved the design and functionality of the Maplin wordmark with screen-friendly kerning and detailing. The agency also replaced Maplin’s earlier DIN corporate typeface with Proxima Nova, described as a friendlier alternative.[3][4]
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